COM PANY
PR O FI LE
...the circle stands for the divine: since ancient times a simple circle has represented eternity, for it has neither beginning nor end. (Bruno Munari)
32 is the number of the class beer belongs to in the Nice international classification which indicates and categorises products and services. 32 Via dei Birrai represents a new language in the boundless scenario of the brewery sector. It resets and redefines the usual. It takes the commonly held concept of “beer� into another dimension. It becomes design in the shape of a bottle.
It involves experimenting in areas that go beyond the commonplace: from the choice of the container to its graphic packaging, from the proposal of culinary combinations to choosing the places where it should be sold. Beer thus becomes an abstract concept, enriched by colour that attracts and rekindles interest, projecting it into a soft and somewhat mysterious atmosphere.
Discover new trails still to be blazed, thanks to the spot-on intuition of a skilful master brewer, a business expert and an engineer with a passion for homebrewing. Whether for fun or pleasure, they have changed the way beer is perceived, opening it up to complementary worlds. 32 Via dei Birrai is here.
Loreno Michielin SALES
Alessandro Zilli
RESEARCH AND DEVELOPMENT
Fabiano Toffoli
MASTER BREWER
32 has always identified itself with precise values: quality, continuity, originality, creativeness, research. And has always done so from an eco-sustainable point of view. Capsule, crown cap and plastic cork: the triple seal prevents air from getting into the beer and carbon dioxide from escaping. As well as guaranteeing quality and preventing counterfeiting, the plastic cork inside has already become a collector’s item. Beer mats can be made out of the cardboard discs in the packaging, or imaginative decorative shapes can be created, inspired by this kind of “paper Meccano”. 32 Via dei Birrai is committed to protecting the environment throughout its entire production process and this is shown by its use of certified hydroelectric energy and its recycling of brewers’ grains as foodstuff for selected breeding farms. The company is currently studying the feasibility of solar panels as a power source.
2017 2016 2015 32 Via dei Birrai was established in June 2006 by three friends from different professional backgrounds who shared a passion that led them to the same idea: to come up with a new way of brewing beer.
2014
Year after year, their enthusiasm and growth have been unstoppable.
2012
32 has become a cult beer. Thanks to the constant and gradual insertion of carefully selected staff, the company has grown into a large, young and dynamic family whose members share strong ethical values and the same objective, to work on this continuously evolving project. 32 has become a global brand.
2013 2011 2010 2009 2008 2007 2006
Knowledgeable, discerning 32 beer lovers value the consistent quality of its products and appreciate the enhanced aromas and decisive character. Unfiltered and unpasteurised, each beer in the 32 range preserves a true depth of flavour and aroma. The steady increase in year-on-year sales is testimony to consumer appreciation and strong loyalty to the brand.
CURMI
AUDACE
OPPALE
+25%
X Anniversary
TRE+DUE
+30%
Curmi
+32%
Audace
+33%
Oppale
+23%
Tre+Due
+24%
Nebra
+19%
Atra
+22%
Admiral
NEBRA
ATRA
ADMIRAL
NECTAR
X ANNIVERSARY
Nectar
+10%
Growing is a complex and innovative process that involves resources and planning, as well as research and development. Steady growth focuses on stabilising demand by systematically improving the range, eliminating its weak points and increasing its strengths. Year after year we strive to improve every aspect of our marketing: our range, services, advertising, promotions and prices. Changes must be anticipated and understood before they occur, so they can be transformed into opportunities.
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
32 Via dei Birrai first sees the light of day
he plastic cap takes the colour of the label
New customised Made in Italy bottle
Activation of microbiological laboratory testing
First craft brewery with ISO 9001:2008 certification
Celebration of the first five years in business.
Audace: Ace To balsamic beer vinegar is launched
Slow Brewing and Vegan OK certification
Analysis with crystallisation test
100% green energy, carbon footprint analysis
2006-2016 NEBRA X Anniversary Limited Edition
Creation of Braille bottle. Part of proceeds go to charity.
The surprises continue...
TRE+DUE
is created
32’s advertising has always had an emotional approach. Impact and originality help engage consumers so they feel in tune and agreement with what the brand stands for. Skills grow hand in hand with the ability to innovate and renew instruments and resources
Launching global messages in real time; it is not just a simple connection but complex synchronisation between information and recipient, deeply engaging those who take part. This presents extraordinary potential for communication: because taking part is always better. Creating niches, identifying consumers, awakening demand; fitting out a virtual shop that is accessible and immediate; speaking to anyone who wants to listen and revealing yourself to those who want to see.
WEBSITE
QR CODE
GADGET SHOP
SOCIAL NETWORKS
The gradual increase of visitors to the site shows that 32 is a steadily growing trend. Virtual pages that tell the world of the philosophy, passion and ideas of Via dei Birrai, leave space for the desire to get to know and share what is already a global brand.
With the free 32 Via dei Birrai app, the QR code gives quick and easy access to the history of 32 products and provides a direct line to the company. Thanks to the geolocation function, it becomes a useful statistical tool to keep track of where 32 consumers are in the world.
We blaze a trail in search of unknown places. The gadget shop section of the website gives greater visibility to the 32 Via dei Birrai collectables range, making the brand more accessible beyond its usual sales outlets.
Social networks establish a direct relationship between enthusiasts, connoisseurs and the plain curious. With no restriction on the sharing of opinions, suggestions and ideas, it is very easy to become fascinated by words and captivated by images, constantly immersed in the 32 Via dei Birrai community.
A blend of reason and feeling, evolution and tradition, rules and freedom, the unusual and the normal, the eternal and the transitory, detachment and passion. Knowing how to use new stimuli to adapt to social metamorphosis, finding the right balance to meet market and customer trends for higher levels of quality, taste and expectations.
iTouch A musical technological revolution that is 100% eco-sustainable.
Coming up with highly original uses for the most unusual objects. So a paint tin becomes a novel cooler, ideal for keeping a chilled bottle at the right temperature. Even shoppers can be turned into original containers with their smart black and white artwork.
Everyday objects become real “must haves� you can give, swap or collect; this is our commitment to eco-sustainability where everything is recycled and becomes a cult object. Bottle tops are transformed into key rings, boxes become functional coloured walls, packaging can be arranged in different ways to create eye-catching displays.
Originality and reuse know no limits for 32: a window cut out of the packaging can be removed and used as a beer mat, an empty 32 bottle makes a novel modular coat hanger.
Pass I One
EgoBox
Passion is a unique occasion.
The 32 recycling philosophy gives your ego-whims a new lease of life.
Happy Hours – The connoisseur’s spiral
Damatta
The 32 clock gives time a new dimension – a collector’s item.
The traditional game of draughts is given the 32 treatment.
La spirale degli 8 colori (box closed)
La spirale degli 8 colori (box open)
32-style board game with numbers and colours.
32-style board game with numbers and colours.
32 is the first craft brewery in Italy to obtain the Slow Brewing certificate, thanks to its use of quality raw materials and rigorous microbiological parameters.
DNV certification guarantees a high quality process from start to finish, underlining the importance of methodical behaviour when ensuring the traceability of each internal and external activity.
All 32 products, with the exception of Nectar which is produced with honey only in certain years, are guaranteed for vegan consumption.
Every 32 product is created in Italy using only the very best top-quality natural raw materials and artisan processes that have made our country famous.
The steady growth of 32 Via dei Birrai is down to the company’s exceptional richness of expression, but also to the willingness of consumers and new markets to be a part of it.
Established markets
Emerging markets
The ability to serve and the willingness to meet other people, the desire to share Italian values and spread them throughout the world.
concept: novaidea.it
Onigo di Pederobba - TV - Italy tel/fax +39 0423 681983 www.32viadeibirrai.com #32viadeibirrai