The Orange

What The Orange does

La Orange (legal entity: LA ORANGE srl, P.IVA 04596780231) is an Italian craft beer producer founded by Simone Bath and headquartered in Verona, with a registered office in Sona (Verona). The company brews unfiltered, unpasteurized, vegan craft beers using malt, hops, yeast, and water, applying what it describes as European-recognized master brewers ("mastri birrai" (master brewers)). It operates two distinct product lines: RugBirra, which carries rugby-culture branding and style variants (Golden Ale, Amber Ale, American Pale Ale), and DeQou Action Beer, a performance-oriented beer co-developed with sports nutritionists and advanced brewing laboratories targeting athletes (rugby players, cyclists, triathletes, marathon runners) with low alcohol (3.2% ABV), 78 Kcal per can, zero sugar, and elevated maltodextrin, magnesium, and potassium content. Gluten-free options are available across both lines.

The business model is built on a direct-to-consumer (D2C) Italian e-commerce storefront at laorange.it (WooCommerce/WordPress) with PayPal, Stripe, and bank transfer payments, €5.90 flat shipping (free above €39.60), and 48–72-hour delivery across Italy. A secondary B2B channel recruits bars, clubhouses, and restaurants as resellers via a dedicated inquiry form. Pricing is per-unit/case with volume discounts: single cans €3.70–€4.30, 6-pack €22.20–€25.80, 12-pack €44.40–€51.60, plus tasting kits (€23.20–€27.50), gift packaging (€26.20–€32.70), and custom kits (6/12/24 cans starting from €22.20). Branded merchandise (rugby balls, keychains, beach towels, eco-jute bags) is sold alongside beer. Marketing relies on the e-commerce site, blog, newsletter (10% first-order discount), organic social media, and rugby-community event activation. Operations are limited to Italy; no funding rounds, M&A, public-listing, patents, or trademarks are disclosed in the source material.

Name

The Orange

Legal name

LA ORANGE srl

Website

https://laorange.it

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

La Orange is an Italian craft beer company that brews unfiltered, unpasteurized, vegan beers under the RugBirra and DeQou Action Beer lines, sold D2C via laorange.it and through Italian bar/clubhouse resellers, targeting athletes and rugby enthusiasts.

Ownership category

akta.pro rank

Headquarters

HQ city

Verona

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales (B2C): La Orange sells its craft beers and merchandise directly to consumers through its e-commerce website (laorange.it). Consumers select from individual cans, multi-pack cases, gift boxes, or custom kits. Orders are placed online with payment processed via PayPal, Stripe, or bank transfer. Delivery is via express courier across Italy.
2. B2B / Reseller / ClubHouse Sales: La Orange supplies bars, clubhouses, restaurants, and other resellers with its beer products. A dedicated page exists for prospective resellers to request information and initiate a commercial relationship.
3. Merchandise & Accessories: Sale of branded merchandise including Rugby ball (€25), keychains (€5), beach towels (€25), eco-jute bags (€5), and gift boxes. These are sold alongside beer products on the e-commerce site.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

LA ORANGE srl is an Italian craft brewery that produces and sells unfiltered, unpasteurized artisanal beers specifically formulated for sports enthusiasts. The company operates two product lines — RugBirra (rugby-culture craft beers in Golden Ale, Amber Ale, and American Pale Ale styles) and DeQou Action Beer (a low-alcohol, low-calorie, sports-nutrition beer co-developed with nutritionists). Products are sold direct-to-consumer via the laorange.it e-commerce storefront across Italy and through a B2B reseller channel supplying bars, clubhouses, and restaurants.

Product overview

The Orange is an Italian craft beer company specializing in unfiltered, unpasteurized craft beers designed for sports enthusiasts. The product portfolio consists of two main beer lines: RugBirra (with LOVALE Golden Ale, SOSTEGNO Amber Ale, and LA DELINQUENTE American Pale Ale) and DeQou Action Beer (a performance-oriented beer for athletes with low calories and high mineral content). Products are sold as individual cans/cases or in curated tasting sets and gift packaging. The company also offers custom kit bundles and branded merchandise. All beers are vegan, gluten-free options are available, and products are sold exclusively through the e-commerce platform laorange.it with B2B options for bars, clubhouses, and restaurants.

Differentiator

Problem solved

Functional benefit

Products and services

• RUGBIRRA LOVALE (Golden Ale) Blonde Golden Ale craft beer with floral and herbaceous notes, unfiltered and unpasteurized, made from water, barley malt, hops, and yeast. Sold as individual cans (€3.70) or in 6-pack (€22.20) and 12-pack (€44.40) cases. Available gluten-free; targets rugby players, clubhouses, and craft beer enthusiasts.
• RUGBIRRA SOSTEGNO (Amber Ale) Amber Ale craft beer with caramel notes and a decisive but balanced character. ABV 5.5% vol. Unfiltered and unpasteurized. Sold as individual cans (€3.80), 6-pack (€22.80), or 12-pack (€45.60). Targets rugby players and craft beer enthusiasts seeking a fuller amber style.
• RUGBIRRA LA DELINQUENTE (American Pale Ale)

Quantifiable outcome

• Only 78 Kcal per 33cl can (DeQou Action Beer) — significantly lower than standard craft beers
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

One partnership is on record.

• Rugby For LifeminorStrategic or Co-development PartnerLa Orange collaborated with Rugby For Life on the RugBirra Telo Mare (beach towel) merchandise product. The partnership is branded co-creation of a beach towel featuring the RugBirra logo, in support of rugby charitable initiatives. This is a minor co-branding/merchandise partnership rather than a core product or technology collaboration.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Birrificio Lambrate: Historic Milan-based Italian craft brewery focused on traditional unfiltered brewing. Comparable on artisanal production, Italian market, and craft quality narrative.
• Birra del Borgo: Italian craft brewery known for innovation, collaboration brews, and limited-edition SKUs. Comparable on craft positioning, Italy-only specialty distribution, and experimentation with styles and formats.
• Athletic Brewing Company: US-based craft brewer specializing in non-alcoholic and functional beers for active/athletic lifestyles. Most direct strategic peer to DeQou's positioning as a performance-oriented craft beer with quantifiable fitness specs.
• Theresianer: Italian craft brewer with broad style portfolio and national specialty retail distribution. Comparable on craft premium positioning, Italy-centric GTM, and unfiltered/specialty brewing credentials.
• Birrificio Italiano: Italian craft brewery producing unfiltered, unpasteurized artisanal beers at small scale. Directly comparable on craft production philosophy, Italian market footprint, and independent ownership structure.

Broad incumbents

• Peroni Nastro Azzurro: Italy's flagship mainstream beer brand now owned by Asahi. Comparable as a leading Italian beer brand, though operating at macro scale and premium-positioned for sports/lifestyle occasions rather than niche craft.
• Menabrea: One of Italy's oldest and largest independent breweries, with broad craft and specialty lines across HoReCa and retail. Comparable as an Italian incumbent craft/specialty brewer, but at significantly larger scale and broader portfolio.

Emerging players

• Erdinger Alkoholfrei: German brewer with a leading non-alcoholic/functional wheat beer positioned for athletes and active consumers. Comparable on functional/athletic positioning and low-ABV recovery use case, though at much larger scale.
• Bravus Brewing: US craft non-alcoholic brewer with explicit focus on athletic, recovery, and active lifestyle positioning. Comparable on athlete-first branding and functional spec claims, though geographically focused on North America.

Regional players

• Mikkeller: Danish-born gypsy/nomad craft brewery with strong international brand and innovation-led portfolio. Comparable on craft innovation, limited small-batch releases, and brand-led premium positioning, though primarily serves non-Italian markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Orange