Menabrea has arrived in Ireland’s off trade, giving consumers looking for an authentic premium beer this summer a refreshing new choice.
The Italian lager is available nationwide across grocery, convenience and forecourts and comes in two formats: a 660ml sharing bottle and 4x440ml can pack. With roots in Italy’s Piedmont region at the foothills of the Alps, the refreshing lager is inspired by a brewing heritage that dates back to 1846 and spans five generations of the same family.
The 4.8% pale lager is renowned for its taste, thanks to its careful balance of flavours that are both citrus and bitter and fruity and floral. The result: a refreshing lager that can be enjoyed on its own or with food. Menabrea lends itself to a variety of dishes and is a great option for summer entertaining, making it a strong addition on shelf.
The expansion into the Republic of Ireland off-trade follows growing success for the brand across the UK, where Menabrea has seen volume growth of +30% YoY across all off-trade outlets (Source: Circana IRI GB Off Trade, 52 w/e 24/01/26). This is +16% ahead of the premium beer category average, as people continue to opt for authentic premium options.
As part of the launch, Menabrea is working closely with key retail partners to help support the launch in store
with takeovers, POS, retail media and sampling activity that will help drive trial throughout key summer moments.
Menabrea is also offering shoppers the chance to win a luxury 4-day Italian alpine escape, where they will stay in Europe’s highest hotel, offering panoramic views of the mountains. Shoppers will be able to scan available POS to enter.
“We’re delighted to launch Menabrea into Ireland,” said Eleanor Quigley, Senior Brand Manager for Menabrea. “Pairing beautifully with food, Menabrea will be a great addition to the premium beer offering this summer, helping retailers tap into the increased occasions summer brings. We’re pleased to be able to offer a range of formats that further support the season, with our cans proving popular thanks to their added convenience.
“We are looking forward to working with our partners in the off-trade to bring Menabrea to their consumers and see
growth opportunities in the category with the introduction of this crisp, refreshing premium lager.” Menabrea is available through C&C Group in Ireland. For more information, please visit menabrea.co.uk.
