AT THE END OF NOVEMBER, CARLSBERG ITALIA AND CREA (COUNCIL FOR AGRICULTURAL RESEARCH AND ANALYSIS OF AGRICULTURAL ECONOMY) SIGNED A STRATEGIC AGREEMENT TO INCENTIVE THE CULTIVATION OF HOPS IN ITALY, PROMOTE SUSTAINABILITY AND INAUGURATE A “RENAISSANCE” OF MADE IN ITALY IN THE INTERNATIONAL BRAZILIAN PANORAMA. THE AGREEMENT IS PLACED WITHIN THE LOB.IT PROJECT, AN INITIATIVE THAT AIMS TO INTEGRATE SCIENTIFIC RESEARCH, TECHNOLOGICAL INNOVATION AND ENHANCEMENT OF LOCAL AGRICULTURAL RESOURCES, TO CREATE AN INCREASINGLY SUSTAINABLE, EFFICIENT AND COMPETITIVE ITALIAN BRASS SUPPLY CHAIN
The Renaissance of Italian brewery agriculture
The beerwhich has always been a symbol of conviviality and celebration, tells a thousand-year-old story that has crossed eras and civilizations, evolving together with humanity. Its origins date back to antiquity, when the Mesopotamian people discovered that the fermentation of cereals could generate a drink that was both nutritious and intoxicating.
However, it was in the Middle Ages that this drink began to take on the characteristics we know today, thanks to the introduction of hops. This plant, with its extraordinary aromatic and preservative qualities, gave the product a perfect balance between bitterness and complex aromas, making it more stable and tasty.
In Italy, however, beer production has always occupied a marginal position compared to other European nations, such as Germany, Belgium or the Czech Republic, where beer is deeply rooted in the local culture.
In these nations, medieval monasteries and artisan guilds have in fact played a leading role in the development of cutting-edge production techniques. On the contrary, in Italy beer production has long remained confined to small artisan laboratories, without ever evolving into a structured and widespread industry.
Furthermore, geographical and climatic factors have also hindered the development of a structured and competitive brewing supply chain (everything related to the production of the drink).
Italy “Homeland” of wine
From a geographical point of view, Italy, with its Mediterranean climate and its geographical variety, has proven to be an ideal territory for the cultivation of vines, so that the vino has become the undisputed protagonist of the national food and wine tradition. On the other hand, beer was perceived as a less sophisticated product and culturally distant from Italian sensibilities.
Climatic conditions also had a significant impact. Beer production requires raw materials such as barley and hops, which thrive in cooler, more humid climates, typical of Northern Europe.
In much of Italy, the hotter and drier climate has made it difficult to develop large-scale native crops, forcing producers to import these raw materials. This has led to higher costs, which is why Italian beer is less competitive than that of the Nordic countries.
In recent decades, however, the landscape has changed radically. The explosion of craft breweries has breathed new life into the sector, transforming beer into a product of great cultural and gastronomic value. Italian brewers have begun experimenting with local ingredients, such as spices, chestnuts, citrus fruits and honey, to create unique beers that reflect the biodiversity and identity of the area. But let’s get to the project relating to the local “renaissance” of hops.
The LOB.IT project: innovation and sustainability for an all-Italian supply chain
Carlsberg Italia, through the Birrificio Angelo Poretti brand and the CREA (Council for Agricultural Research and Analysis of Agricultural Economics) brought the project to life LOB.ITan initiative aimed at building an authentically Italian brewing supply chain, based on sustainability, innovation and valorisation of the territory.
This strategic agreement aims to introduce precision technologies for the cultivation of hops, encouraging the adoption of agricultural practices that respect natural and environmental resources. At the same time, the agreement includes an important commitment to training farmers, who will be supported in the development of innovative skills to optimize crop yields and improve the quality of the final product.
The path undertaken fits perfectly into the ESG strategy (Environmental, Social, Governance) of the Carlsberg Group, which promotes an agriculture model with low environmental impact, closely integrated with the specificities of the local territory.
As he pointed out Serena SavocaMarketing & Corporate Affairs Director of Carlsberg Italia: «The valorisation of hops grown in Italy is a priority for us and represents a fundamental step in supporting Made in Italy and the growth of the national production chain».
Italian hops: the renaissance and new opportunities for local agriculture
Hops grown in Italy are not only an agricultural challenge, but also a great economic and cultural opportunity. Italy, famous for its biodiversity and its agri-food heritage, has what it takes to become a point of reference for the production of high quality hops.
The direct involvement of agricultural businesses and the support of institutions such as CREA guarantee that this transition occurs in a sustainable and advantageous way for all actors in the supply chain.
«Research and innovation are essential to create production ecosystems capable of competing on international markets – he commented Andrea Rocchipresident of CREA –. This agreement represents a model of virtuous synergy between industry and research.”
A toast to the future of Italian beer
The collaboration between Carlsberg Italia and CREA is not just an industrial project, but a symbol of how the combination of tradition and innovation can lead to extraordinary results. Italian beer, enriched by hops grown in our territoryis a candidate to become an ambassador of Made in Italy in the world, celebrating the work of farmers, researchers and entrepreneurs. Ultimately, in a mug of Italian beer, there are not only flavors and aromas, but also the passion of a country that looks to the future without forgetting its roots.