Season finale at full speed, ‘Juventus Beer’ arrives in April
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TURIN – A sip of Juventus Beer to “drown sorrows” or “celebrate victories”. On the net, Juventus fans have started joking about it, but the Juventus club’s decision to enter the alcoholic beverages market, with the launch of the official beer, is the most serious thing there can be. This is the first case in the world of sport of a beer that takes its name directly from a club team: it will be on sale from the end of April on the shelves of large-scale retailers and promises, on the one hand, to further increase the turnover of 25H Holding and ‘other than to strengthen the bond between the club and its supporters. In addition to bringing new resources into the corporate coffers.
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From colored bubbles to black and white beer
To launch the new product, Juventus relied on 25H Holding, a company founded by Moulay Driss El Faria, an entrepreneur of Moroccan origins but born in Vigevano, a land where black and white support has taken root deeply over the years. The drink will be produced by El Original, a company headed by 25H Holding: born in 2019, it revolutionized the spirits market by launching “colored bubbles”, sparkling wine in four shades of fluorescent color that immediately became iconic. An absolute novelty in the world that has allowed it to grow exponentially until it reaches 2.5 million euros in turnover and 10 million in company value in a very short time. And to focus on other sectors, such as Juventus branded beer: it won’t be coloured, let alone black and white, like the famous liqueur very popular in the 80s, but it promises to unite two potentially explosive realities. A cocktail, to stay on the subject, which mixes the ideas and entrepreneurial spirit of Moulay Driss El Faria, who among various collaborations launched the Bombeer beer in collaboration with Bobo Vieri, and the millions of Juventus fans, a potentially huge market.
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Juventus news and beer in football
Difficult to find in the history of football a beer that bears the name of a club, even if the binomial ball-beer is one of the most indissoluble ever. It is no coincidence that the main sponsor of the Champions League is a well-known Dutch beer brand: another front opens up which puts Juventus at odds with UEFA, some fans joked on the net. Yet when it comes to beer in football, black and white is a great classic: in England, Newcastle, in the golden years of Keegan and Shearer, had created a real overlap between the beer brand of the same name and the football club. The passage of Newcastle Brown Ale under the Heineken group interrupted the partnership: thanks to the pounds of the famous beer brand, the Magpies managed to buy Alan Shearer in 1996. The agreement for the production and marketing of Juventus Beer will not affect the squad available of Allegri, but will further expand the club’s range of presences to the various product areas: in addition to merchandising, typical of all sports clubs, from the end of April it will also be possible to take a sip of Juventus.
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