Birra Amiata is a Tuscan brewer that is slowly beginning to be known on the whole national territory. The next April 2010 will celebrate the first 4 years of activity: a relatively brief period, during which the production has settled in around 700 hl per year, boasting a numerous and varied range of beers. The objective of the Tuscan brewery is to invest on the quality for its fourth anniversary: among the news a new 10 hl plant from  next February and the increase of the analyses and of the quality controls. A series of interventions, less tied up to the production in narrow sense, is scheduled: a new automatic labeler and a renewed packaging of the bottles above all.

In particular, the new bottles of Amiata will show some brand new labels, that Beer Chronicles introduce you in preview. It is already possible to find them on the 0,75 ls bottles of the most distributed beers, as Bastarda Rossa, Contessa, Aldobrandesca, etc. The renewal is radical comparing to the old graphics, that I personally found rather anonymous. Contrarily, the new labels are extremely recognizable and of great impact, realized by the artist Alberto Ruggieri.

Here they are introduced by Claudio Cerullo, one of the partners of the brewery:

The labels [...]  will contain more information for the geeks and the consumers (total IBU, hops, temperatures of service and the indication for the proper glass ), besides the necessary information for the export. The graphics is in line with the philosophy of Birra Amiata, very tied up to “terroir”. In fact the sketches reproduce places, customes and local legends. For a good result the brewery entrusted Alberto Ruggieri, Roman renowned painter and illustrator (he collaborates with the most important headlines and advertising agencies), teacher of Illustration at the European Institute of Design in Rome.

Birra Amiata showed the will to heavily invest in an aspect-that of the marketing- too often underestimated from the Italian craft breweries. The result is excellent and according to me it will positively be reflected on the activity of the brewery. Interesting the comic strip appeal of illustrations, that, as seen in the past, often result the most appreciated style for labels.

Follows the preview of all the new labels. Wait for your opinions!