Beer returns to its regional roots

Beer returns to its regional roots

The latest innovation insight from Gama Compass™

MANCHESTER – 9th April 2015: The challenge of developing ‘authentic’ and ‘local’ brands in mainstream alcoholic drinks categories comes under the microscope this week, as Gama looks at a new lager range aiming to capture the “unique character” of different Italian regions – Birra Moretti Le Regionali Beer.

Announcing that “a voyage of discovery of unique Italian character has begun”, Heineken has unveiled its new “Le Regionali” line in Italy. The new line comes in a choice of four varieties, each designed to evoke the character of a different Italian region: Friuliana, flavoured with Renetta Friuliana apples for a “refined and aromatic” flavour, a Siciliana variety containing Sicilian orange blossom,  a variety from the Piedmont region flavoured with lingonberry and rice, and Toscana, which is made with “premium Tuscan barley and spelt”.

Birra Moretti Le Regionali Beer invokes a number of key concepts in its attempt to attract the modern beer connoisseur: according to Heineken, the line represents different stages of a journey, where “each stage of the journey is a different way of telling a story of regional traditions and quality”. In this way, the company is suggesting how the use of regional ingredients can appeal to discerning beer drinkers, linking adventurous flavour with fundamental qualities of authenticity and provenance.

Image source: Heineken


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Cesar Pereira, founder & CEO of Gama, is available for comment. To arrange an interview please contact +44 161 818 8700 or

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