• by Fern Siegel , September 28, 2026

Italian Alpine lager Menabrea launched “The best isn't always best known," a new campaign by London’s Ark Agency.

ArtClass handed production for the 79-second spot, which runs across Everyman cinemas and paid social, targeting U.K. drinkers. 

The 180-year-ol beer is positioned as “Italy’s best kept secret,” allowing viewers to discover it for themselves. The piece involves history, a smugger, La Contrabbandiera, and a group of unstoppable nuns. 

The ad is directed by Nalle Sjöblad and shot on 16mm film. 

“Beer advertising has become one long ad. The golden-hour terrace, the interchangeable friends, the perfect pour glistening in the sun, and probably David Beckham somewhere in shot. The film pulls Menabrea out of the category clichés and back toward the golden age of beer advertising,” said Xander Hart, creative partner, Ark.

Eleanor Quigley, senior brand manager, Menabrea, added: “Not every Italian icon needs to shout about itself. Menabrea’s story has been rooted in Biella, a small Alpine town in northern Italy that’s a world away from the Italy most people think they know. We wanted this campaign to have a knowing wink to it, celebrating the joy of discovering something brilliant before everyone else does.”

Birra Menabrea is owned by the Italian Birra Forst Group, but managed by the founding Thedy family.

Ark’s creative work includes The Eden Project, Krispy Kreme, Rude Health and EA Sports.