MA.MA. BEER. Our line for large-scale retail

OUR RANGE FOR SUPERMARKETS

The Debut of Ma.Ma. Craft Beer

Challenges are an integral part of who we are, of our journeys, of our character, and of our desire to push beyond our physical and mental limits. And so, exactly one year after the launch of the Birra Flea production facility, the brewery is embarking on a new path, entering a new sector, and taking on a new challenge.

Birra Flea’s primary goal has always been to establish itself and gain a foothold in the HO.RE.CA. sector —an acronym for Hotel, Restaurant, and Café—a niche market limited to specific establishments. However, noting the strong sales trend of the beers our brewery produces for third parties, exactly one year after the grand opening, Matteo Minelli decided to create a beer designed exclusively for the G.D.O. G.D.O. stands for Grande Distribuzione Organizzata (Large-Scale Retail), that modern retail system in which, for some years now, not only commonly known industrial beers but also various Italian craft beers have begun to appear. These craft beers, a novelty in the world of beverages for large-scale retail, differ from their industrial counterparts both in the raw materials used and in the absence of a filtration process; the result is precisely an unfiltered beer, a “live” beer that retains all its organoleptic properties.

Le materie prime utilizzate per lo studio di questa nuova linea non sono mai state un limite; l’acqua di Gualdo Tadino e l’orzo, coltivato anche nella nostra tenuta, sono il cuore del nostro territorio. Il punto su cui ragionare era soprattutto legato alla quantità di bottiglie che si potevano produrre in un anno con l’attuale impianto. Nonostante questo, per la costante voglia di accontentare una sempre più ampia gamma di consumatori, la proprietà decide di debuttare con la sua nuova birra artigianale dedicata al mondo della G.D.O. Una linea con una ricetta più semplice, beverina, per il consumatore universale e che soddisfa sia i palati fini che i profani, per degustatori attenti o consumatori fugaci; insomma, una birra che accontenta tutti, fatta con le stesse eccellenti materie prime di mamma Flea. Birra Artigianale Ma.Ma. prende vita così nel 2014 e porta un nome che richiama il territorio per provenienza, materie prime e produzione, e che si lega ad esso per due piccoli protagonisti che, come la birra stessa, erano appena venuti al mondo, i figli di Matteo e Maria Cristina. Da qui Birra Ma.Ma., acronimo dei loro nomi di battesimo: Matilde e Mattia Sergio.

The label is also an integral part of the universal appeal we wanted to convey with this line. The design is simple, striking, and colorful—no frills. It is initially available in the classic three varieties: the Chiara, the Rossa, and the IPA:
The Chiara is a light yellow beer with a fresh taste, balanced and persistent bitterness, and a moderate alcohol content, which best expresses its characteristics when paired with pizza, appetizers, delicate cheeses, and raw meat or fish.
La Rossa is slightly bolder: a double-malt amber beer with an intense, dry, and slightly bitter flavor and a caramel aftertaste, perfect with meat main courses, cured meats, and aged cheeses.
The IPA, the most distinctive of the three, is also a double malt beer, with an intense flavor, dry, slightly bitter, and featuring a herbal aftertaste derived from the use of selected aromatic hops in the recipe; it is ideal with risotto, white meat main courses, chicken, game, and grilled vegetables.

Ma.Ma.’s debut was immediately met with success, which, over the years, prompted Birra Flea to launch two other classic and popular varieties: the Weiss and the Gluten Free. The latter, created to ensure that people with celiac disease don’t have to give up a good glass of beer, is specifically formulated for those with gluten intolerance, containing less than 20 ppm of gluten. Despite its name, it’s like drinking a good light, fruity lager with a pleasant, balanced, and lingering bitterness, making it a worthy substitute for prosecco during aperitifs. Finally, the Weiss, a spiced lager with a fresh, slightly tart, very fruity, and mildly bitter taste. We recommend pairing it with white meats, cold cuts, and fresh and aged cheeses. Try it as an aperitif.

Ma.Ma. beer, which was initially available only in the 75cl size, is now launching in a 33cl size, accompanied by a major rebranding and eye-catching packaging. So, in addition to having an excellent and competitive price, it’s also visually appealing, perfect for complementing a colorful table during this time when color can only do us good and bring a little joy to our days. That’s not all—with a special limited-time event to celebrate these big, colorful new releases, you can purchase a mixed 6-pack directly from our e-commerce site and try them all!