Brewery Menabrea launched a restaurant concept in Glasgow - La Passeggiata which is an Italian pre-dinner meal concept.
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00:00 It's the oldest brewery in Italy, founded in 1846, and it's been run by the same family
00:08 for five generations. So, originally Gia Seppi Menabrea set up the brewery, it's put in the
00:13 Alps. The reason for that location was the water just ran straight from the glaciers
00:17 of the Alps, straight into the town, lovely cool fresh air back in 1846, obviously helped
00:22 them refrigerate the beer as well and cool the beer. Due to the fact that the location,
00:26 which is in the north of Italy, they could bring in barley from the Champagne, they could
00:30 bring in the areas of Bavarian hops, so it really was the unique location to build a
00:36 brewery back there and that's why it's been there so long. And obviously Menabrea beer
00:40 they brew there is quite unique and could only come from that area back in 1846. So
00:47 it's in the Piedmont region, which is in the north. We brought Menabrea into the UK about
00:52 seven years ago and it's been growing steadily year on year. People really love it, it's
00:58 very, very premium. In Italy it's seen actually as being the most premium beer in the country.
01:04 The reason we're doing what we're doing is we like to promote the brand across the UK,
01:10 you can buy it in some of the best bars and restaurants, you can also buy it in most of
01:14 the major supermarket chains as well. We wanted to raise awareness more of Menabrea to consumers
01:19 and also more of the original, authentic Italian traditions that are out there. Now what we've
01:25 created is an event series called Menabrea a Pericena and we all know about Peritivo,
01:32 we've all heard of the Peritivo evenings and being out in Italy. Well there's a trend in
01:35 the last 10 years that's been growing in the Piedmont area, which is the area that Menabrea
01:41 comes from in a town called Biella, which is about 45 minutes from Turin or Torino.
01:47 And in that area people have started not just doing a Peritivo where you move from bar to
01:52 bar, enjoy a drink, have a small plate of lovely food, they've actually started a thing
01:56 called a Pericena. Now cena means dinner, so imagine a Peritivo mixed with dinner as
02:02 a whole evening event, where you go along and have that lovely food with friends and
02:07 family. But what's really interesting is, again due to the alpine beer that we have,
02:13 the actual meals are actually dined in an elevated position as well, so everybody stands
02:18 up so there's no chairs, there's great energy in the room, people can move around, you might
02:23 come with one group of friends, meet new friends who are strangers, have dinner together, drink
02:27 Menabrea, have a lovely evening. So we decided to run a series of these events across the
02:32 UK over the last month. We just did our one in Glasgow at Café Parma in the West End
02:37 just last week, again, fully sold out, fantastic evening, everyone having a wonderful time.
02:43 And now we've finished that first launch event and the first launch series, we're now going
02:46 to keep running a Pericena event. So we're so popular and I think the idea of being elevated
02:53 and standing and mixing and mingling is so much better than being sat down. You know,
02:57 sometimes you feel that it's a bit low energy sitting at a table sometimes and also you
03:02 don't get to socialise quite as much with the people in the venue. So it's been a great