• by Fern Siegel , June 26, 2023

Italian premium beer brand Menabrea's new U.K. campaign highlights how the "birra" is the true taste of the Italian Alps.

The "Italian Alpine Birra" campaign by the BMB agency features eight illustrated executions, designed in collaboration with artist Paul Blow, that showcase the Northern Italian landscape. Designs include Alpine backgrounds, boats on lakes and train journeys. All have an outline of a bottle or cap of Menabrea hidden in the landscape, such as the boat’s reflection on the lake.

The campaign is the agency's first since it was named lead creative partner in February.

Menabrea, founded in Biella in 1846, is the oldest active brewery in Italy.

The illustrations carry different headlines, including "Enjoyed in High Places," "The Beer Others Look Up To" and "Elevating Beer Since 1846." The tagline is "Italian Alpine Birra."

The campaign launches this week across print, OOH and digital in London and Manchester, England.

Jason Cobbold, CEO at BMB, said: "This is a storied brand from a wonderful, but less familiar part of Italy. The campaign is all about evoking the crisp air and fresh water where this gem of a beer is brewed."

BMB clients include Samsung, Nike, FREE NOW, Farrow & Ball, La Famiglia Rana, Patak’s, Breast Cancer Now, LTA, and Bonne Maman.

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