(Adnkronos) - Il consumatore vuole occasioni di socialità e la birra potrà essere protagonista
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00:00The beer is more and more versatile, sustainable and protagonist of a new sociality and new consumption opportunities.
00:07This is the beer trend, according to the Einheken Studio in Italy and Future Concept Lab,
00:14presented in Milan during the meeting between History and Vision of the Future,
00:20during the 50th anniversary celebrations of the production of Einheken in Italy.
00:27The secret is the passion and the ability to produce excellent beers and to tell them in the best way.
00:35Heineken has impacted the country's beer culture in two very large areas.
00:41One, that of beer and food, contributing to making beer part of the country's food culture.
00:46And the other, that of socialization, with the great events of many years ago,
00:51such as the Heineken Jamming Festival and the Trofeo Birra Moretti on Calcio.
00:54He has contributed to the evolution of the Italian beer market.
00:58The last and most important phase is that of the variety of recipes,
01:03of the proposed beers and of the investments on the Italian brands,
01:06like Cnusa, Birra Moretti and Birra Messina.
01:10Today, a bottle of beer out of three produced in Italy is produced by Heineken,
01:14which, with almost 7 million liters, is the first producer in the country
01:18with the brands Birra Moretti, Cnusa and Birra Messina.
01:21Birra Moretti, for example, has gone from about 500,000 to more than 2.7 million liters produced
01:28and has become, today, for 47% of connoisseurs, the most representative brand of beer of Italian origin.
01:34The innovation of the product and the evolution of the production processes
01:37will be central in the future to make beer more and more sustainable.
01:41Heineken, in fact, aims to reach zero net emissions in production by 2030
01:46and to reach carbon neutrality on the value chain by 2040.
01:51Sustainability, but also responsibility, with the campaigns that have become iconic on responsible consumption.
01:58Heineken Italy is the company that did the first campaign dedicated to responsible consumption 20 years ago
02:05and has carried out a program that is very nourished by campaigns and messages,
02:11with unequivocal, aspirational messages.
02:14Because we are talking about responsibility and moderation,
02:17but there is also an alternative, and that is alcoholic beers,
02:20which today, unlike in the past, are much, much, much better.
02:23There is a great rush towards what we call the crucial and sustainable,
02:28that is, a widespread sustainability, in which beer becomes the protagonist
02:33because it can intervene both in terms of responsibility, and therefore a responsible beer,
02:39but also in terms of quality, quality of life.
02:42People want, in some way, beers that have a taste that is recognizable
02:47and that can function both as a great element of conviviality
02:51and at the same time, however, have a moment, an experience that is of quality
02:56in which beer represents a daily companion.