Italians to try British real ales
Italians to try British real ales
BRITISH hop growers could soon get a boost, and Italians could get a buzz, thanks to a marketing initiative from Food From Britain – Italy.
The organisation has formed a Real Ale Society, supported by the HGCA, which aims to meet the growing demand for quality beers and ales in the European country.
Six real ales from family-owned UK breweries with "history and brand personality" are heading to 100 pubs, with target beer sales of 400,000 litres in the first year.
Managing director of Food From Britain – Italy, Nigel Brown says: "The society, while fully aware of the complexity of the product, is totally convinced that real ale fits perfectly with the Italians constant search for quality with their passionate interest in genuine regional products."