Italian Premium Beer Brand Menabrea Appoints BMB as Lead Creative Partner

Italian premium beer brand Menabrea, has appointed BMB as its lead creative partner to support their overarching brand positioning and advertising. A competitive pitch with undisclosed agencies was managed by Menabrea directly.

Menabrea, founded in Biella in 1846, is the oldest active brewery in Italy. It’s available in premium bars, restaurants and stores across the UK. BMB is currently working on new positioning to drive further awareness of the brand. New creative is due to launch and run across multiple channels from spring.

Angus Lawrie, head of premium brands at C&C Group says, ”We were impressed by BMB's approach and thinking at pitch, and we're looking forward to developing the Menabrea brand with them over the coming months as we tell the story of our award-winning Italian birra and 170+ years of brewing expertise.”

Jason Cobbold, CEO, BMB adds, “We’re looking forward to shining the light on this unique Italian beer with its rich and storied history.  Italians love this beer and now, we hope, Brits will too. We can’t wait to get started.”

Menabrea is part of the C&C Group portfolio in the UK, which includes brands Tennent’s Lager, Magners Irish Cider, and Orchard Pig.