Summer 2025 marks a strategic milestone for Birra Castello S.p.A., as the company chooses the liveliest season of the year to launch the rebranding of its Castello and Pedavena brands, while also strengthening the image of the Dolomiti brand through major mountain cycling events.
The Castello brand kicks off the season by renewing its partnership with the Italian Tennis and Padel Federation (FITP) through 2027, confirming its presence in the national Slam Padel by Mini circuit. The last two stops before the final Master tournament will take place in Desenzano del Garda (July 21–27) and Rome (September 8–14). A major new development is Castello’s debut in the tennis world: the brand will also feature at the BMW Serie A1 Finals, further expanding its exposure beyond the padel court.
In May, Castello played a starring role at the World Legends Padel Tour in Rome, where football legends took to the court, including Francesco Totti and Fernando Llorente. The latter, alongside Diego Perotti, won the stage. In June, the energy shifted to Sardinia with the Mini Padel Summer Tour at Forte Village in Cagliari—a perfect blend of sport, entertainment, and beer.
And there’s more: Castello is gearing up for an exciting new summer challenge against Bombeer in a three-stage tournament held at some of Italy’s most exclusive beach resorts (Jesolo, Lignano, and Cervia) between July 14 and 26, with a grand finale scheduled in Milan this September with the legends of Italian football.
Meanwhile, the Pedavena brand will take center stage at the Sunset Jazz Festival in Sabaudia (July 11–27), an elegant and relaxed event that celebrates music at sundown. Pedavena is also renewing its bond with the Belluno region by sponsoring local sports and cultural events, such as the Palio di Feltre.
Lastly, Birra Dolomiti reaffirms its role as the official beer of the legendary Maratona dles Dolomites – Enel, set for July 6. This is a unique opportunity to connect the authentic taste of Dolomiti with the passion for cycling and the stunning beauty of the Alps.
It’s a packed summer for Birra Castello S.p.A., which, through targeted events and strategic partnerships, continues to enhance the value of its brands and their deep connection with sport, culture, and the territory.
