Creative agency BMB has been appointed by premuim Italian beer brand Menabrea to be its lead creative partner after a competitive pitch process.
Part of the C&C Group UK portfolio, which also includes Tennent’s Lager, Magners Irish Cider, and Orchard Pig, Menabrea will now look to BMB to oversee its overarching positioning and advertising strategies.
Newly available in the UK, the beer will be available in premium bars, restaurants and stores across the country as it looks to carve out a share of the upscale beer market.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
”We were impressed by BMB’s approach and thinking at pitch, and we’re looking forward to developing the Menabrea brand with them over the coming months as we tell the story of our award-winning Italian birra and 170+ years of brewing expertise,” C&C Group head or premium brands, Angus Lawrie said.
Having enlisted BMB to drive greater British awareness of its brand, a new creative is set to be launched in the coming months running across multiple channels.
BMB CEO, Jason Cobbold added: “We’re looking forward to shining the light on this unique Italian beer with its rich and storied history. Italians love this beer and now, we hope, Brits will too. We can’t wait to get started.”
