What Menabrea does

Menabrea (legal entity Birra Menabrea S.p.A.) is an Italian brewery founded in 1846 in Biella, Piedmont, at the foot of the Alps. It is Italy's oldest continuously active brewery and has been led by the Thedy family across five generations since 1896, with Franco Thedy currently serving as CEO. The company produces a portfolio of traditional beers including the La Gamma core range (Bionda, Ambrata, Strong, Rossa, Weiss, Non Filtrata, Pils), the Zero Zero alcohol-free line, seasonal Christmas Beer, and recent low-ABV innovations (Birra & Gazeuse alla Genziana, Birra & Gazzosa at 2.5% ABV). Brewing relies on bottom- and top-fermentation recipes maintained since founding, with pure water sourced from Biella Alps springs and ingredients selected by the Master Brewer; the 2019 brewhouse upgrade supports a 15,000 bottles/hour bottling capacity.

Menabrea generates the bulk of revenue from beer production and sales across bottled (33cl, 2L), canned (Arte in Lattina line), 5-litre mini-keg, and draught formats, distributed domestically through an exclusive network of regional agents covering all Italian regions. Internationally, the company reaches over 40 countries via import partners, with C&C Group serving as the exclusive UK and Ireland distributor operating 12 branded trucks across 35,000+ on-trade accounts. Secondary revenue streams include the Casa Menabrea museum (brewery tours and the Me/Bo Menabrea Botalla Museum at the Biella headquarters) and the Menabrea Lab professional training program, delivered in collaboration with Ad Horeca.

Since 1991, Menabrea has operated within the Birra Forst Group while preserving its independent brand identity, single-member corporate structure (share capital €2,580,000), and family-led governance. Marketing is centered on event sponsorships spanning food fairs (Tutto Food Milano, Cibus, Beer&Food Attraction), sports (Riviera Beach Volley, Tor des Géants), and cultural/art partnerships (Orticola, Versilia Yachting Rendez-Vous, Florian Caffè di Venezia), reinforcing a premium Italian heritage positioning across hospitality, food service, retail, and international export channels.

Name

Menabrea

Legal name

Birra Menabrea s.p.a.

Website

https://birramenabrea.com

Company type

Private

Founded year

1846

Operating status

Operating

Headcount range

11–50 employees

Short description

Menabrea (Birra Menabrea S.p.A.) is Italy's oldest continuously active brewery, founded in 1846 in Biella, producing a heritage portfolio of lagers, wheat beers, and alcohol-free/low-ABV innovations for on-trade hospitality, retail, and export markets across 40+ countries.

Ownership category

akta.pro rank

Product category

Craft Beer

NAICS

Breweries (31212), Breweries (312120)

SIC

Malt Beverages (2082), Beverages (2080)

akta.pro primary industry

Low/No-Alcohol Fermented Beverage Production (Hard Kombucha Base, Dealcoholized) (AFAFAHAI)

akta.pro secondary industry

Kombucha & Fermented Beverage Taprooms (THAFAKAG)

Keywords

• Italian craft beer
• Traditional lager brewing
• Bottled beer range
• Alcohol-free beer
• Beer distribution network

Headquarters

HQ city

Biella

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beer Production and Sales: Menabrea generates revenue primarily through the production and sale of beer products including bottled beer (33cl, 2L formats), canned beer (33cl), mini kegs (5L), and draught beer. The product range includes Bionda, Ambrata, Strong, Rossa, Weiss, Non Filtrata, Pils, Zero Zero alcohol-free, Christmas seasonal, and special edition varieties.
2. Casa Menabrea Museum: Revenue generated through the Casa Menabrea museum located at the brewery in Biella, offering guided tours of the historic facility and Me/Bo Menabrea Botalla Museum.
3. Menabrea Lab Training: Training program revenue from professional beer industry participants attending courses at the Biella brewery, developed in collaboration with Ad Horeca.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Birra Menabrea is a traditional Italian brewery producing a portfolio of beers since 1846 in Biella, Piedmont. The range includes lagers (Bionda, Ambrata, Strong, Rossa, Non Filtrata, Pils), a top-fermented Weiss, alcohol-free Zero Zero, seasonal Christmas Beer, and recent innovations like Birra & Gazeuse alla Genziana and Birra & Gazzosa. Products are offered in bottles, cans (Arte in Lattina), and 5L mini kegs for both on-trade hospitality and retail consumers.

Product overview

Birra Menabrea is a traditional Italian brewery founded in 1846 in Biella, producing a portfolio of beers under the La Gamma (150°) core range including Bionda (4.80% ABV), Ambrata (5% ABV), Strong (8% ABV), Rossa (7.50% ABV), Weiss (5.20% ABV), and Non Filtrata (unfiltered). The company also offers Zero Zero (alcohol-free), seasonal Christmas Beer (5.20% ABV), and newer innovations like Birra & Gazeuse alla Genziana and Birra & Gazzosa (both 2.5% ABV). Products are available in various formats including bottles (33 cl), cans (Arte in Lattina line), and 5-litre Mini Keg. The brewery operates the Menabrea Lab training program and Casa Menabrea museum.

Differentiator

Problem solved

Functional benefit

Brands

• La Gamma: The core product range including Bionda, Ambrata, Strong, Rossa, Weiss, and Non Filtrata beers.
• Arte in Lattina
• Zero Zero
• Casa Menabrea
• Menabrea Lab
• Christmas Beer

Products and services

• La 150° Bionda Bottom-fermented blonde lager with lasting foam, made with malt, brewers' maize, hops and Biella Alpine water at 4.80% ABV. Sells to hospitality and retail consumers through Italian agents and international partners.
• La 150° Ambrata Amber Märzen-style lager with darker malts producing amber colour and cream-persistent foam at 5% ABV. Targeted at on-trade and retail for food-pairing occasions.
• La 150° Strong Double malt bottom-fermentation Strong lager, golden with 8% ABV, balanced sweet-bitter taste with malt body and intense hop bouquet. Distributed through on-trade hospitality and premium retail.
• La 150° Rossa Bottom-fermentation double malt beer at 7.50% ABV with reddish colour from toasted malt and cane sugar aromas, soft and structured body. Distributed through Italian agents and 40+ country export partners.
• La 150° Weiss Top-fermented unfiltered Weiss beer brewed to a German recipe with water, barley malt, wheat malt, hops and yeasts, producing straw-yellow colour and 5.20% ABV. Distributed through hospitality and retail channels.
• Non Filtrata Unfiltered blonde bottom-fermented beer with cloudy appearance from suspended yeasts, full-bodied flavour and soft aftertaste at 12.60° Plato. Targeted at hospitality and premium retail consumers.
• Pils — Arte in Lattina Bottom-fermented blonde Pilsner lager at 5.20% ABV with floral aroma, compact foam and dry clean finish. Sold as part of the Arte in Lattina canned line to hospitality and retail.
• 5L Mini Keg 5 litre party can of Menabrea Pilsner tappable directly with a special tap, stored at 6/8°C, with pale yellow colour and golden reflections. Sold to retail and home consumers.
• Zero Zero — Alcohol Free Alcohol-free lager produced with bottom-fermenting yeast, balanced taste and compact foam at 0.00% ABV and 4.4° Plato. Targeted at retail consumers and on-trade venues needing a non-alcoholic Italian beer option.
• Christmas Beer Seasonal reddish specialty beer of ancient tradition with spicy taste from best malts and 5.20% ABV, produced and distributed during end-of-year before Christmas in 5 litre mini keg format. Sold to retail and hospitality venues.
• Birra & Gazeuse alla Genziana Light panaché (2.5% ABV) combining soda water freshness with beer taste and a characteristic gentian bitter. Positioned as a novel Italian brewing category entry targeting new consumption occasions.
• Birra & Gazzosa 2.5% ABV shandy-style product combining freshness, drinkability and delicate bitterness. Designed for new consumption occasions and out-of-home channel placement in hospitality venues.
• Casa Menabrea Museum and Brewery Tours Historic brewery museum at Biella featuring original 1846 machinery, archives, glassware, and guided tours combined with the Me/Bo Menabrea Botalla Museum. Generates direct service revenue from tickets, tours, tastings and on-site restaurant sales for adult visitors and tourists.
• Menabrea Lab Professional Training Program Training program developed with Ad Horeca for bartenders, servers and hospitality professionals covering Italian beer culture, draught service techniques, cellar management and informed tasting, delivered at the Biella brewery. Sells structured courses to industry professionals.

Quantifiable outcome

• Record production and turnover growth in 2017
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

22 partnerships are on record, tiered minor and core.

• NapapijriminorStrategic or Co-development Partner · 1 January 2024Menabrea was sponsor of the Napapijri Spring-Summer preview event in Milan, featuring Lennon Gallagher as guest performer. The brand was featured alongside fashion and lifestyle elements.
• The Big Feastival (UK)coreStrategic or Co-development Partner · 1 January 2024Menabrea was the only official beer sponsor of The Big Feastival at Alex James' Farm in the Cotswolds, UK. The food and music festival combined culinary experiences with live music performances.
• Francesca Ligotti (Padel Athlete)minorStrategic or Co-development Partner · 1 January 2024Menabrea sponsors Francesca Ligotti, a young Italian padel prodigy who received wild card for WPT tournament and youngest to achieve FITP Instructor certification. Supporting her path toward national team selection.
• CJF Music FestivalminorStrategic or Co-development Partner · 1 January 2023Menabrea was main sponsor of the CJF Music Festival in Codognè, Treviso, operating 17 draught beer stations during the event attended by thousands of families and music enthusiasts.
• Bruce Springsteen Concert MonzaminorStrategic or Co-development Partner · 1 January 2023Menabrea was present at the Bruce Springsteen concert at Monza Park on July 25, 2023, serving thousands of concert attendees during the event.
• Asd Cortina ExperienceminorStrategic or Co-development Partner · 1 January 2022Menabrea supports the Cortina Experience sports association promoting athletic events and cyclotourism including the Maratona dell'Altopiano and San Vito di Cadore competitions.
• Florian Caffè di VeneziacoreStrategic or Co-development Partner · 1 January 2020Partnership with the world's oldest café (since 1720) located in Piazza San Marco, Venice. Menabrea created a limited edition 33cl bottle representing the geometries and colors of the historic café's interior design.
• International Alba White Truffle FaircoreStrategic or Co-development Partner · 1 January 2019Menabrea is an official partner of the International Alba White Truffle Fair, one of the main showcases of Italian gastronomy. The partnership has continued for multiple years (including 90th anniversary edition in 2020 and 2024 edition). Special edition bottles are created annually for the fair featuring the truffle and egg theme. Menabrea participates in beer and cheese tasting workshops at the event.
• Tor des GéantscoreStrategic or Co-development Partner · 1 January 2019Menabrea has supported Tor des Géants, the famous endurance trail in Valle d'Aosta, for multiple years. Special edition bottles are created for this event. The partnership supports sport that teaches respect for nature and regional development, with proceeds funding eli-transportable bivouacs.
• Versilia Yachting Rendez-VousminorStrategic or Co-development Partner · 1 January 2019Menabrea was Official Drinks Partner of the Versilia Yachting Rendez-Vous, the international nautical event organized by Fiera Milano and Nautica Italiana. Customized sleeve designs were created for the blonde Premium Lager in event colors.
• Porsche Ski Club ItalyminorStrategic or Co-development Partner · 1 January 2019Menabrea was partner of the White Cup organized by Porsche Ski Club Italy, combining passion for the famous car manufacturer and skiing. The competition visited ski resorts across Italy with three-day events including winter driving circuits.
• Tonno MaruzzellaminorStrategic or Co-development Partner · 1 January 2019Menabrea created an exclusive bottle celebrating the 100th anniversary of Tonno Maruzzella, the Italian tuna company.
• UNESCO Biella Creative CityminorStrategic or Co-development Partner · 1 January 2019Menabrea supports the Biella Craft&Folk Art UNESCO Creative Cities Network candidacy, promoting the cultural and creative heritage of Biella.
• C&C GroupcoreChannel Partner/ Reseller/ Distributor · 1 January 2019C&C Group is the exclusive importer and distributor of Menabrea Italian beer in UK and Ireland. They operate a fleet of 12 branded Menabrea delivery trucks and deliver to over 35,000 accounts across the UK, serving iconic venues like the Ivy Restaurant in London.
• Orticola di LombardiacoreStrategic or Co-development Partner · 1 January 2018Menabrea is official partner of Orticola di Lombardia, the renowned flower and plant market show in Milan. Customized bottles feature edition themes with limited edition designs. Partnership focuses on shared values of natural environment protection and green space conservation.
• Ad HorecacoreImplementation/ SI/ Consulting Partner · 1 January 2018Menabrea Lab training program is developed and delivered in collaboration with Ad Horeca, a leading Food & Beverage training provider. The program provides professional beer service training, serving techniques, cellar management, and beer culture education at the Biella brewery.
• TowantminorStrategic or Co-development Partner · 1 January 2018Exclusive partnership with Towant and Polaroid Italia for the Architects MEET People project at Milano Design Week 2018. The project documented visitors to the Fuorisalone using Polaroid cameras, with Menabrea as official drink partner at the closing party.
• Brooks BrothersminorStrategic or Co-development Partner · 1 January 2018Menabrea was official beer partner at Brooks Brothers 'Red Fleece Summer Series' cocktail events in Milan, featuring the 150 Amber and Pils Arte in Lattina products alongside gourmet food pairings.
• Cibus / Tutto Food with Botalla and CapannacoreStrategic or Co-development Partner · 1 January 2018Menabrea participates at Cibus and Tutto Food events together with Botalla Formaggi and Capanna Prosciutti under the 'Gusto al Cubo' concept, showcasing Italian food and beer pairing experiences.
• Me/Bo Menabrea Botalla MuseumcoreStrategic or Co-development Partner · 1 January 2018Partnership with the Me/Bo Menabrea Botalla Museum located adjacent to the brewery in Biella. The museum houses historic brewery artifacts, machinery from 1846, bottles, glassware, and advertisements, combined with Casa Menabrea tour experience.
• Riviera Beach VolleycoreStrategic or Co-development Partner · 1 January 2015Menabrea has been a sponsor of Riviera Beach Volley since 2015. The partnership includes the Menabrea circuit within the beach volleyball tournament, with the main sponsor position for national events. The partnership celebrates sport shared by young audiences on Ligurian beaches.
• Birra Forst GroupcoreStrategic or Co-development Partner · 1 January 1991In 1991, Menabrea became part of the Birra Forst Group, a South Tyrol brewery known for quality products and environmental respect. The agreement signed by Paolo Thedy aimed to reaffirm Italian beer pride and reinforce commercial presence while Menabrea retained its strong identity and independence.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Birra Moretti: Historic Italian lager brand owned by Heineken. Competes directly with Menabrea in Italian foodservice and retail channels, leveraging substantially larger marketing and distribution scale.
• Peroni Nastro Azzurro: Italy's most recognized premium beer brand, now owned by Asahi Group. Competes with Menabrea in Italian and international on-premise channels and represents the dominant premium lager positioning benchmark.
• Pilsner Urquell: Iconic Czech pilsner brand and global premium lager benchmark. Competes with Menabrea in international on-premise and premium retail channels where authentic heritage European lagers are positioned.
• Asahi Super Dry: Japanese premium lager brand owned by Asahi, sibling to Peroni under the same corporate umbrella. Comparable as a global premium lager brand competing with Menabrea in international on-premise and Asian export markets.
• Birra Ichnusa: Heineken-owned Sardinian beer brand. Comparable as a regional Italian heritage beer with strong identity-based marketing, competing for the same on-premise and traditional distribution channels.

Direct peers

• Birra Toccalmatto: Italian craft brewery with a strong innovation and experimental brewing reputation. Competes with Menabrea for craft-minded consumers and premium Italian on-premise listings.
• Birra del Borgo: Italian craft brewery known for premium and experimental beer styles. Comparable as an Italian craft producer targeting premium on-premise and specialty retail, though with a younger brand profile.
• Birra Forst: Parent company of Menabrea since 1991 and a fellow Italian regional brewery based in South Tyrol. Directly comparable as a traditional Italian family-rooted brewery with similar heritage positioning and premium craft-style product portfolio.
• Theresianer: Independent Italian craft brewery from Friuli with heritage credentials and a premium positioning similar to Menabrea. Competes for the same Italian on-trade and specialty retail customers.

Regional players

• Abbaye de Leffe: Belgian abbey-style beer brand owned by AB InBev. Comparable as a premium heritage European beer positioned for the on-trade and food-pairing occasions that Menabrea targets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 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 Menabrea