Birrificio Angelo Poretti is launching a new on-pack promotion giving shoppers the chance to win luxury trips to Northern Italy.

The Carlsberg Britvic-owned world lager brand is offering ten Grand Tours of the Italian Lakes, covering Lake Maggiore, Lake Como and Lake Garda.

The promotion is designed to drive sales during key summer socialising occasions, including match days and bank holidays.

Each winner will receive a five-star trip featuring Italian food, cultural experiences and lake tours.

Prizes include a private boat tour on Lake Maggiore, a luxury cooking class on Lake Como and an immersive art, food and wine experience on Lake Garda.

Alongside the main prize draw, shoppers will also have the chance to win one of 500 instant prizes in the form of £150 Virgin Experience Days gift cards.

To enter, shoppers need to buy a promotional pack of Birrificio Angelo Poretti at a participating store and scan the QR code on pack or enter online.

The activity builds on Poretti’s growth in the world lager category, with the brand citing data showing it is the fastest-growing world lager brand.

World beer now accounts for 34.3 per cent of the total UK beer market, fuelled by demand for internationally inspired lagers.

Carlsberg Britvic premium brands brand director Dharmesh Rana said: “Angelo Poretti never settled for the expected, and with this promotion, we won’t either.

“We’re looking to bring the eccentric lifestyles of the locals around ‘The Lake’ to lucky shoppers, delivering a mix of Italian provenance, timeless aesthetic, and surrealism for this extraordinary prize, showcasing a region with a reputation for impeccable taste which perfectly complements our brand.

“The promotion is part of our key heavyweight summer investment, ensuring we maximise a critical trading moment in the year.”

The promotion will be supported by a multi-million pound campaign across out-of-home, TV and paid social as part of Poretti’s “Welcome to the Lake” marketing platform.

In-store, the campaign will be backed by point-of-sale materials designed to drive visibility and shopper engagement.

The on-pack promotion is available across the off-trade until 19 July 2026.

It runs across a range of formats including 440ml cans, 568ml cans, 660ml bottles, 10 x 440ml can multipacks, 18 x 440ml can multipacks and 12 x 330ml bottle multipacks.