Carlsberg UK has followed Heineken's lead with the launch of an Italian beer.
Birra Poretti is a 5% abv lager from northern Italy, with a brand heritage that dates back to 1877.
Brewed with malt, hops and Carlsberg yeast, the beer's primary target is 25 to 40-year-olds. It is available in both draught and bottled formats.
Nick Howells, innovation manager for Carlsberg UK
said: "Consumers are increasingly looking to explore with-
in the beer category, and we
are seeing this trend reflected
in premium lager with the
emergence of a number of sub-
segments."
But Heineken is concerned that consumers will confuse the new beer with its own similarlynamed Italian brand Birra Moretti, which it brought to the UK a year ago.
Heineken UK sales director Richard Bradbury said: "It isn't ideal having two brands with such similar names - consumers might confuse them.
"However, evidence suggests that when a beer performs well in its home market, it is more likely to perform well elsewhere. Birra Moretti is Italy's number-one lager brand."