Fans of craft beers can taste some of the IPAs that have made the world’s most award-winning brewery famous. The event runs from 19 to 22 February at Beer & Food Attraction 2023, at the Warsteiner stand in hall A5/C5.
Young, passionate, craft, independent and Irish. This is Rye River, which shares Warsteiner’s independence and passion for beer. A partnership announced in late 2022 that enriches Warsteiner Italia’s product portfolio while offering Rye River the opportunity to increase its business outside Ireland, in a country – Italy – that is a global reference point in the craft beer market.
Rye River, based in Celbridge – a stone’s throw from Dublin – is a craft brewery that was founded in 2013 by Tom Cronin. In a matter of years, it has conquered the Irish market and achieved global renown, collecting hundreds of awards, to the point of being the most awarded brewery in the world.
At this point, Rye River’s portfolio consists of 34 unique and original recipes, each developed with a careful selection of hops and malts to produce astounding aromas and flavours.
The launch of Rye River in Italy starts officially at Beer & Food Attraction in Rimini. This will be followed up by an extensive programme of events and marketing initiatives over the next 3 years.
At Beer & Food Attraction 2023 in Rimini (19-22 February), the familiar Warsteiner Pub concept – this is the name of the Warsteiner stand, with its unmistakable style that gives visitors a unique experience – will be enhanced with a new space: an Irish Beer Garden dedicated to Rye River. Not to be missed is the food experience served up by the BBQ Geeks team, who will be combining special dishes with Rye River IPAs this year.
There will be guests and entertainment: Rye River’s Master Brewer, Bill Laukitis; Sales Director, Peter Maguire; Kuaska, the well-known champion of independent beer; Teo the Beer Chef with his IPA risottos, and the folk band Drunken Lullabies, who will perform live every day at 4.30 pm.
Not only a trade launch, but also for consumers: On Sunday 19 February the Fermata Est venue in Rimini will host the first official Rye River event, with free admission to the public from 9.30 pm. In addition, anyone who downloads the coupon from the Warsteinerlovers.it platform will receive a free Rye River IPA.
In the midst of digital and product innovation, Warsteiner, the traditional Westphalian independent house, is increasingly focused on a process of renewing its organisation and brand positioning.
According to Luca Giardiello, CEO of Warsteiner Italia, “Warsteiner Italia’s strategy for Rye River will focus on the HoReCa channel, and will concentrate on expanding its offer, first with a range of IPAs, in 2023, and then with more traditional Irish products in the coming years. There will certainly be no shortage of surprises, such as seasonal products or limited editions, to which Rye River fans are accustomed”.
Giovanni Mondini, Trade Marketing Manager at Warsteiner Italia adds, “The IPA market seems mature in Italy, but in actual fact it has not yet reached the general public. For this reason we have decided to launch 4 IPAs: a session, a traditional English style, a 7% West Coast IPA – all award-winning beers to please the enthusiasts – and finally an entry level beer like Coastal IPA, which is extremely pleasant to drink and with its low degree of bitterness (IBU 20) is an idea introduction for many new consumers to this style”
“In addition to our customers, opinion leaders and journalists have also been enthusiastic about this new development in Italy”, says Silvia Serpelloni, Brand Manager, “we are seeing curiosity and a desire to taste Rye River’s beers, and I believe that the path we are taking can satisfy anyone who wants to try new, approachable, tasty and above all craft IPAs!”
Here is a description of the beers that will mark the start of Rye River’s journey in Italy:
LIL’ BANGIN’ SESSION IPA: A smooth and highly drinkable session IPA with intense aromas of ripe, juicy tropical fruit, tangerine and pine, with a silk-smooth body imparted by the wheat. The colour is golden, with a persistent head. Silver Medal 2020 and Bronze 2021 at the World Beer Awards.
COASTAL IPA: a modern IPA loaded with citrus notes, especially pink grapefruit. It has a resinous and tropical character, brewed with a mix of oats, wheat and barley.
RETRO IPA: a distinctly malty IPA, inspired by more traditional recipes. Balanced, with a caramel malt, floral hop aroma and a superb sensation on the palate.
Cascade and Columbus hops stand out among the malt aromas of this distinctly vintage IPA. Silver Medal in 2020 and 2022 at the World Beer Awards.
BIG BANGIN’ IPA: inspired by the West Coast IPA style of the United States, using only the finest Maris Otter barley malt and heavily hopped with aromatic tropical varieties.
Gold Medal 2021 and Silver 2022 at the World Beer Awards.
