Birrificio Angelo Poretti is giving shoppers the chance to win the trip of a lifetime, transporting shoppers into a surreal world inspired by the Lakes of Northern Italy, with a new on-pack promotion designed to drive excitement and boost sales. The campaign offers consumers the opportunity to win every week, with ten unforgettable Grand Tours of the iconic Italian Lakes - Maggiore, Como and Garda - up for grabs*, with the chance to experience the eccentric lifestyles of stylish locals and discover the joy and satisfaction that comes from refusing to live a normal life.

The activity builds on Poretti’s strong momentum, as the fastest growing world lager brand^[1], and is designed to capture the nation’s attention ahead of key socialising moments – from match days to bank holidays.

Each winner will enjoy five-star luxury, authentic Italian cuisine and unforgettable cultural experiences, with the prize including a private boat tour on Lake Maggiore, a luxury cooking class on Lake Como, and an immersive art, food and wine experience on Lake Garda. And the rewards don’t stop there - shoppers also have the chance to win one of 500 instant prizes in the form of £150 Virgin Experience Days gift cards to access experiences that defy the norm. All shoppers need to do is purchase a promotional pack of Poretti at any participating store, and scan the QR code on pack, or visit https://winwithporetti.com to complete the entry form for the chance to win.*

World beer has become one of the UK’s most popular beer categories accounting for 34.3% of the total beer market^[2], a share driven largely by the growing demand for internationally inspired lagers. Poretti will look to further tap into this appetite for global flavours as the promotion will keep the brand front of mind for consumers.

Dharmesh Rana, Brand Director – Premium Brands, Carlsberg Britvic said: “Angelo Poretti never settled for the expected, and with this promotion, we won’t either. We’re looking to bring the eccentric lifestyles of the locals around ‘The Lake’ to lucky shoppers, delivering a mix of Italian provenance, timeless aesthetic, and surrealism for this extraordinary prize, showcasing a region with a reputation for impeccable taste which perfectly complements our brand. The promotion is part of our key heavyweight summer investment, ensuring we maximise a critical trading moment in the year.”

The promotion will be supported by a multi-million OOH campaign, spanning TV and paid-social as part of the brand’s ongoing surrealist ‘Welcome to the Lake’ campaign. With placements around key socialising moments, and flagship programming to capture the nation’s attention, the campaign is set to continue the momentum Poretti is currently on.

Available in-stores across the off-trade now until 19 July 2026 (T&Cs apply*), the on-pack promotion runs across a range of SKUs including 440ml can, 568ml can, 660ml bottle, 10x440ml can multipack, 18x 440ml can multipack and 12 x 330ml bottle multipack. In-store the campaign will be supported by Point Of Sale to maximise visibility featuring the brand’s celebrated ‘Welcome to the Lake’ campaign.

Notes to editor

Contact:   

For further press information, please contact the Carlsberg Britvic team at Cirkle.  

Email: [email protected]   

Tel: 01494 731 750  

Short Terms and Conditions

*18+ UK only exc. NI & CI. Internet, email, mobile no & smartphone with camera required. Purchase a promotional pack of Birrificio Angelo Poretti at participating store during promotional period, retain receipt as proof of purchase. Open 00:01 27th April 2026 Ends 23:59 19th July 2026. Scan QR/visit https://winwithporetti.com & complete entry form for chance to win. Prizes 10 x holidays to the Great Italian Lakes to be won via weekly Prize Draw from Week 3 (Tier 1 prize) & 500 x Virgin Experience Days Gift Cards to be won instantly via Winning Moments (Tier 2 prize). Late Entry Draw open 00:01 20th July 2026 Ends 23:59 13th September 2026. 50 x Virgin Experience Days Gift Cards (also Tier 2 prize) + unclaimed main draw prizes to be won in prize draw after late entry closing date. Max. 1 entry per person per week per draw. Max. 1 Tier 1 and Tier 2 prize may be won per person. For full T&Cs & privacy policy visit: https://winwithporetti.com. Promoter: Carlsberg Marston’s Brewing Company Limited, Marston’s House, Brewery Road, Wolverhampton, England, WV1 4JT.

Please drink responsibly. BeDrinkAware.co.uk.

¹ CGA by NielsenIQ, OPM, Total Licenced, World Lager Carlsberg Britvic Defined, Volume Sales,  52we 21.03.26

² Nielsen IQ RMS, Total Coverage, World Lager Carlsberg Britvic Defined, Value Share, 52we 18.04.2026