EASYBRAU AT PIANETA BIRRA 2010 - the Impiantinox EasyBräu jump in quality - 30 years of experience and the courage to reinvent
Impiantinox, a company from Sarcedo (Vicenza) specialised in the design, production, assembly and realisation of stainless steel systems, brought itself during the last few years to the attention of the market because of the excellent results obtained with the new brand EasyBräu, created in 2007 to follow in the best way possible the new business sector tied to the artisan production of beer (pubs and micro-breweries)
The Impiantinox brand, active since 1997, obtained an immediate success thanks to the twenty years of experience already acquired in the same sector by its founders, who became aware in advance of how to apply their know-how to the food industry, and in particular micro-breweries.
The wide experience matured, together with innovative machinery, allowed the company to perfectly answer the tastes and requirements of a market that was initially niche but which is quickly and notably growing. In just two years, EasyBräu systems are already being used by numerous pubs and breweries throughout central-northern Italy: from Veneto to Lombardy, Emilia Romagna to Tuscany, reaching even Piedmont and Sardinia with excellent results. EasyBräu has also taken its first steps abroad, with a supply for a Micro-brewery in Barcelona (Spain).
One of the key factors of this extraordinary success is the ‘turnkey' formula, which allows potential clients to start their beer producing activity in a simple, immediate manner and with a relatively small initial investment. All that is required is a place equipped with water and electricity connections: EasyBräu will worry about everything else, not just supplying evolved, efficient, personalisable and easy to use machines, but also guaranteeing the qualified assistance of an expert brewer and support for all the bureaucratic and administrative procedures required for starting the business.
EasyBräu - the range becomes richer with the new 1,000 litres, being presented for the first time in February 2010 at the Pianeta Birra exhibition in Rimini.
The EasyBräu offer guarantees a range of practically infinite opportunities:
- maximum flexibility, thanks to the possibility of designing even ‘made-to-measure' systems
- high quality and full-optional systems (Plato scale measuring station, brewing room vat lighting, steam exhaust, precision flow meters for filtering the wort, pumps and product moving systems with speed variators-inverter)
- a complete range, with mashing rooms of different sizes (for 100/250/500/1000 and 2000 litres) and the new version of the 1,000 litres room with a two-vat system, presented for the first time at the Rimini Exhibition of Pianeta Birra - February 2010
- easy use, thanks to the large-size colour Touch Screen operator terminal that can interact with the operator in an intuitive and complete manner, appreciated by both beginners and known professionals for its complete production, repetition and product traceability cycles.
- 360° qualified support, from system inspection with mashing tests to staff training/education; from bureaucratic-administrative procedures for starting to guaranteed maintenance and assistance even by telecommunication.
EasyBräu - innovation even in the brand image
After an encouraging growth registered in particular during the last year, the EasyBräu brand has reached a turning point: the occasion of Pianeta Birra 2010 not only made it possible to present to the public the new 1,000 litre mashing room, but is also the perfect occasion for launching the new image and the original communication campaign studied by the agency Idee Italiane Group from Altavilla Vicentina (Vicenza), the same studio that designed the logo and brand launch campaign in 2007.
The objective is to strengthen the brand image and be recognised by those who work in the sector: this is why it is fundamental to be present with a stand that can be easily seen and appreciated thanks to a "dressing" that adds value to creativity and aesthetic care, drawing the curiosity and pleasure of the market operators.
A campaign in which creativity is strongly business-oriented was studied: a direct, spontaneous and clear communication instrument for potential clients (pub and micro-brewery managers), levering on the complicity that is created when a special world, that of beer, is shared, a world deeply rooted in the pleasure of "having a pint" together.
Pleasure, the human element, therefore becomes that extra element for giving the public and beer workers empathy, warmth, even in a technical and commercial context as is the exhibition. As for the rest, the element of pleasure has already shown itself to be winning in the first campaign that presented the EasyBräu brand: the inviting headline (Blonde, Red, Easy) contributed in pleasurably welcoming the new brand to the market.
The slogan Blonde, Red, Easy, in fact, has now become the distinctive signature of the EasyBräu brand, the new company payoff.
EasyBräu - Blonde, Red, Easy, is in fact the perfect interpretation of what the company proposes: machinery for producing different types of excellent beer (Blonde Ale, Red Ale) in an ‘easy' way (low initial investment, easy to use, immediate results, certainty of qualified assistance).
EasyBräu - the campaign for Pianeta Birra 2010
The new headlines specifically studied for the Rimini exhibition address the sector operators in a pleasant way, they become personally involved because invited to make up a team, with the hope of finding together the way to be successful in business.
The 4 slogans below, which were launched by the large posters in the Rimini stand, play on some sayings, modified ad hoc, to be ‘combined' with the production and sale of beer:
- THOSE WHO SELL BEER LIVE A HUNDRED YEARS
- YOUR BUSINESS AT FULL GAS
- GOLD, INCENSE AND BEER. MADE BY YOU
- FOR YOUR BUSINESS, GOOD LUCK!
Each one of these messages is ‘signed' is small letters by the brand and the company payoff: Blonde, red, easy. EasyBräu.
The support images tell of the ‘EasyBräu world': a world made up of efficient beer taps that are continually working in places that are crowded, happy, full of inviting foamy beer, for the joy of the managers and the regular customers. The beer glass is the efficient and refined visual element, a protagonist, around which a communication campaign is developed which, even from an aesthetic view, has a strong, immediately recognisable and original character.
EasyBräu is an Impiantinox brand
Our office is in via dell'artigianato 4, Sarcedo (VI)
Tel +39 0445 361638 - Fax +39 0445 383778
www.easybrau.it -
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Idee Italiane Group srl - Integrated Communication Projects
via Retrone, 39 - 36077 Altavilla Vicentina (VI)
Tel. +39 0444 520847 - Fax +39 0444 520484
www.ideeitalianegroup.com -
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To download the photos in low resolution: www.easybrau.it/foto.zip
For the high resolution photos, make a request to
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