Birrificio Angelo Poretti, the premium Italian-style lager, is returning to UK TV screens with its popular Welcome to the Lake campaign, set on a surreal Italian lakeside, featuring the brand’s signature foxes. Poretti has been a huge hit in the UK and its popularity continues to increase, with the beer now at +78 per cent volume growth. additional aims to elevate the success and performance of the brand even further.
Poretti has already demonstrated significant growth in the UK, in recent years and is one of the fastest growing off-trade world lagers (+78 per cent volume and +57.4 per cent value). The return of the much-loved advert and ahead of the festive period seeks to encourage trial and increase sales in the off-trade, benefitting both retailers and their customers.
“The introduction of our gift with purchase offer marks an exciting phase for us, giving retailers the tools they need to encourage consumers to try Poretti and grow sales," said Dharmesh Rana, Brand Director – Premium Brands, Carlsberg Britvic. "We’re delighted by how successful Poretti has been and this marketing support helps us to continue momentum as one of the fastest growing off-trade world lager and looks to build on the brand’s strong potential for growth.”
The return of the campaign, rolling out across TV, digital, billboards and social media, represents a significant investment from the brand, as it seeks to offer something original and extraordinary.