HERITAGE REIMAGINED: BIRRIFICIO ANGELO PORETTI’S ITALIAN IDENTITY RESTORED

Birrificio Angelo Poretti has redefined its identity by returning to its Italian roots and brewing heritage. Founded in 1877 and enriched by Villa Magnani’s Art Nouveau legacy, the brand now simplifies its range with hop-based numbering, offering a clearer, distinctive expression of Italian taste, craftsmanship and the pleasure of sharing.

In 1877, after travelling across Europe to master the art of brewing, Angelo Poretti returned to Italy and established his brewery in Valganna. His vision was rooted in craftsmanship and taste, laying the foundations for a brand that would become synonymous with Italian brewing tradition. By 1905, the story had entered a new chapter with Villa Magnani, an Art Nouveau landmark where architecture, ornament and artistry converged to express a distinctly Italian art of living. This setting became a symbol of refinement, embodying the cultural spirit that continues to shape the brand’s identity.

Today, that heritage serves as the cornerstone for reimagining Birrificio Angelo Poretti. The renewed identity brings the brewery back to the forefront, reasserting its Italian roots and brewing credentials with clarity and distinction. Central to this transformation is the simplification of the range, making the brand’s hallmark numbers easier to understand. Each number now directly indicates the number of hops blended into the recipe, offering consumers a straightforward way to connect with the craftsmanship behind every brew. This approach not only strengthens the brand’s authenticity but also enhances its accessibility, ensuring that its story resonates with both long-standing admirers and new audiences.

The refreshed identity reflects a certain idea of Italy: one shaped by taste, craftsmanship and the pleasure of sharing. It is a vision that honours tradition while embracing modernity, balancing heritage with contemporary relevance. By distilling its essence into a clearer, more distinctive form, Birrificio Angelo Poretti reaffirms its place in Italian brewing culture. The brewery’s journey, from Angelo Poretti’s European travels to the elegance of Villa Magnani and the present-day reimagining, underscores a commitment to quality and artistry that transcends generations. In doing so, it continues to celebrate the Italian way of life — convivial, crafted and enduringly distinctive.