The revolution starts from Portello and Arese.
From today, at the Iper stores in Portello and Arese, there is a new corner that deserves all your attention: it is the co-branded shelf Iper + Maltese, a pilot project that brings the best of craft beer directly to the aisles of large-scale retail.
This collaboration stems from a simple but ambitious idea: to bring the craft brewing culture closer to an ever wider audience, offering a curated, dynamic selection connected to the local area.
And here we at Maltese come into play: we choose the best breweries according to the territory of each store, with special attention to quality, identity, and the story behind each label. The goal? To turn every visit to the corner into an unmissable appointment for those who love discovering new beers and new styles.
A real opportunity for craft breweries
This initiative represents a true paradigm shift even for producers.
Presence in large-scale retail, if well designed, can become a strategic channel for visibility and distribution, without compromising the artisanal identity. In other words? A new growth opportunity for many breweries, which will be able to reach a wider audience without giving up their DNA.
A corner that constantly changes (and tells a story)
Each shelf is designed to be constantly updated: the selections change, alternate, telling stories of seasonality, territories, and different styles. It is not a static space, but a small stage where craft beer performs, one beer at a time.
Stop by Portello and Arese, take a look at the new corner, and let yourself be intrigued. Because drinking craft beer is not just a matter of taste: it is a way to discover, support, and enhance.
And this, together with Iper, we want to make possible for more and more people.
