Bibendum craft beer launch targets restaurant sector

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Drinks: Beers, Imbibe Live
Location: Italy, UK

Bibendum is launching a new Italian craft beer range specifically aimed at the premium on-trade.

The core ‘Birra de Borgo’ range currently comprises four sipping beers in 33cl bottles, and a 75cl wine-replacement offering, Equilibrista, made with 40% Sangiovese must.

The Birra del Borgo beers have a trade price of £23.10 a dozen, while the Equilibrista is £79.30 for a case of six.

Created by ZX Ventures, the craft beer arm of AB Inbev, the range is brewed by Leonardo di Vincenzo, a groundbreaking Italian brewer, famed for setting up a restaurant in Rome with no wine, only beer. The beers use wild yeasts, unusual vessels, such as amphorae and atypical ingredients such as spelt and rye.

‘They’re aimed at prestige wine-led accounts that want to engage with beer, especially Italian venues,’ said Bibendum’s Tim Veale.

About Author

Chris Losh

After five years working on My Weekly magazine (during which time he learned how to write horoscopes and make things out of mince) in 1995 Chris Losh entered the world of drinks writing and, despite all advice from his doctor – and the wishes of most South African winemakers – has stayed there ever since. He began on Wine and Spirit International, editing it for several years before moving on to edit Wine Magazine. Both publications have since gone the way of the Dodo, but he claims to have nothing to do with their demise, and his alibi appears solid, since he was freelance writing for anyone who would pay him at the time. In 2007, he helped to set up both Imbibe magazine and the Sommelier Wine Awards, and has spent much of the last three years eating, drinking, and listening to French sommeliers talk about minerality. In 2009 he was shortlisted for the Louis Roederer Feature Writer of the Year, but didn’t win. Perhaps he should have stuck to horoscopes. And mince.

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