Ichnusa Non Filtrata, Sardinia’s iconic unfiltered lager, that also happens to be Italy’s number one selling premium beer1, has officially launched into the UK On-Trade through Kingfisher Drinks. Having distributed Ichnusa Lager since 2018, and establishing it in trendsetting groups like Big Mamma and Pizza Pilgrims, the time was right to build on this success.
“Customers and consumers alike are often surprised to hear that Ichnusa is in fact Italy’s favourite beer brand2. But with its meticulously crafted beers and attractive packaging it’s not hard to see why it’s so beloved. Having built a loyal following for Ichnusa Lager in the UK, we’re excited to add Non Filtrata to our portfolio of interesting world beers”. Emily Benton, Ichnusa Brand Manager.
Whilst this marks the beer’s official UK debut, Ichnusa Non Filtrata has already developed a cult following amongst consumers and operators, with small amounts previously finding their way into the market due to its growing popularity in its home market.
Brewed in Assemini, Sardinia, the beer is made using pure barley malt and left unfiltered, resulting in a naturally hazy appearance and a smooth, rounded flavour profile with gentle bitterness and a crisp finish. Production remains rooted in its original Sardinian brewery, reinforcing its strong sense of provenance and authenticity.
Beyond heritage, premium outlets are looking to offer their customers high quality beers and a differentiated range. This is supported by data, CGA data shows that when consumers do go out, expectations are higher, with drink quality, food and overall experience all playing an increasingly important role in venue selection. Meanwhile, Kingfisher Drinks’ Boring Beer Index has found that 71% of consumers say they are sometimes or always bored by the beer ranges they see in pubs and bars, highlighting an opportunity for venues to get more adventurous with their offering.
Ichnusa Non Filtrata is tapping into these trends and has successfully launched in respected venues including the relaunched Jamie’s Italian in Leicester Square, the Lina Stores group and the 5* Nici Hotel in Newquay.
