Carlsberg has launched an Italian beer, Birra Poretti, into the UK. The beer has an abv of 5% and is aimed at the premium lager category.
It is brewed with malt, hops and Carlsberg yeast and is available in 300ml bottles. The company is targeting the 25-40 age group with the launch. Marketing support for Birra Poretti will include press advertising and point of sale material.
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