Supplier Carlsberg Britvic is expanding its premium world lager portfolio with the launch of Birrificio Angelo Poretti Alcohol Free.
Brewed in Valganna, Italy, the new 0.5% ABV lager delivers Poretti’s signature taste while catering to consumers seeking alcohol-free alternatives without compromising on flavour.
Introduced to recruit new drinkers and unlock additional consumption occasions, the alcohol-free variant enables retailers to broaden their Poretti range, while tapping into shoppers’ changing habits.
Poretti Alcohol Free provides a sophisticated alternative to alcohol suited to a variety of occasions, from socialising with friends to enjoying alongside a meal.
The variant has already received industry recognition, winning Italian Product of the Year 2025, and has been carefully crafted to deliver a taste profile closely aligned with the brand’s classic 4.8% lager.
Dharmesh Rana, brand director for premium brands at Carlsberg Britvic, said: “Birrificio Angelo Poretti has built its reputation on flavour, craftsmanship and its Italian heritage, so when we created an alcohol-free variant, it was essential that it lived up to those standards.
“As moderation continues to reshape the category, Poretti Alcohol Free presents retailers with a strong opportunity to drive growth in alcohol-free sales, while offering shoppers the chance to enjoy the distinctive character of the brand in a new way.”
Birrificio Angelo Poretti Alcohol Free is available in a 4x330ml multipack at £5 RRP, and will roll out from August.
The launch will be supported by a bold media campaign and sampling activity across the summer.
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