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.
Birrificio Angelo Poretti is currently the fastest growing world lager brand[1], and this launch seeks to accelerate growth and strengthen its position within the world lager category. Introduced to recruit new drinkers and unlock additional consumption occasions, the addition of an alcohol-free variant enables retailers to broaden their Poretti range, while tapping into shoppers’ changing drinking habits.
Poretti Alcohol Free taps into the continued trend towards moderation, providing a sophisticated alternative 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 – Premium Brands at Carlsberg Britvic, comments:
“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 now in Waitrose stores, in a 4x330ml bottle multipack at £5.00RRP, ahead of a wider roll out from August. The launch will be supported by a bold media campaign, and sampling activity across the summer.
Notes to Editors:
Contact:
For further press information, please contact the Carlsberg Britvic team at Cirkle.
Email: carlsbergbritvic@cirkle.com
Tel: 01494 731 750
[1] Total Trade, CGA by NielsenIQ, OPM, Total Licenced, World Lager CarlsbergBritvic Defined, Volume Sales, 52we 21.03.26 & Nielsen IQ RMS, Total Coverage, World Lager CarlsbergBritvic Defined, Value Share, 52we 18.04.2026 (Amongst top 30 lager brands)
Comments
Article is closed for comments.