Raffo Apulian beer

Since 1919 in Taranto, the Raffo Beer and Ice Factory has been producing authentically Apulian lagers: from the Original Recipe with local barley to the unfiltered Raw Processing, each bottle tells the story of the sea, sun, and Apulian attitude.

From the Taranto Sea the Decisamente Pugliese Beer since 1919

In 1919, in the heart of Taranto, city of two seas, the Raffo family opened what was called the "Beer and Ice Factory", combining two productions that at the time were closely linked for conservation and logistics reasons. The first brewing took place in May 1921 with a thirty-hectoliter boiler and the beer was stored in oak barrels, following techniques that guaranteed freshness and quality even without modern refrigeration systems. The first bottles proudly bore the inscription "Birra Raffo Taranto", a sign of a territorial bond that has never been broken even when production expanded beyond regional borders. During World War II the plant was requisitioned by the Allies and used as a vehicle depot, completely halting production from 1943 to 1946, a difficult period remembered as a moment of resilience and ability to restart stronger than before.

The Lager Beer Original Recipe with Puglian barley represents the historical soul of the brand, a light lager with soft body and refreshing dry taste with slight final bitterness that makes it perfect for accompanying typical Puglian aperitif savory snacks or traditional seafaring dishes from Taranto where a drink is needed that cleanses the palate without covering fish flavors. The use of barley cultivated in Puglian countryside gives the beer a territorial distinctiveness that goes beyond simple marketing, translating into recognizable organoleptic characteristics that speak of intense sun and calcareous soils of the region.

In the seventies production reached forty-eight thousand hectoliters with distribution exceeding Puglian borders reaching Calabria, Basilicata, Lazio and Campania, while maintaining Puglia as the main and identity market. In 1961 Birra Peroni acquired the brand guaranteeing protection of the original recipe and territorial presence, while in 1987 production was transferred to the Peroni plant in Bari to respond to increased demand while maintaining intact the symbolic bond with Taranto. 2016 marked the passage of the Peroni group to Asahi with Raffo entering the portfolio of the Japanese giant, an international opening that does not affect the strongly local identity of the brand but rather enhances it as a distinctive element in the increasingly standardized Italian beer landscape.

The Grezza Beer unfiltered with Puglian cereals launched in 2024 represents the contemporary evolution of the brand, interpreting the trend toward less processed beers that maintain character and aromatic complexity. This lager uses unrefined Puglian cereals such as barley and durum wheat intentionally left unfiltered to preserve suspended particles that give body, intense malty aroma and more marked hoppy bitter notes compared to the classic version. The forty-five centiliter bottle was specifically designed with relief waves inspired by the Taranto sea and "rough" texture on the yellow label that visually communicates the product philosophy, while chromatic references recall the sun and Puglian cereal fields at sunset. The benefits of artisan beer unfiltered include greater presence of B vitamins and beneficial yeasts that are normally eliminated in industrial filtration processes.

Fun fact: in 2024 the brand underwent a profound rebranding entrusted to Smith Lumen studio which redesigned the iconic Taras, mythological figure son of Poseidon and symbol of Taranto. The new Taras features slanted lettering that follows the hero's posture and a "look to the right" interpreted as a sign of planning and future, maintaining historical authenticity while communicating contemporary dynamism. The wave motif was introduced running through labels and packaging creating visual continuity between different formats, while the proprietary bottle of Grezza is inspired by the shapes of the Aragonese Castle of Taranto with embossing that makes each bottle recognizable even by touch. The payoff "Decisamente Pugliese" (Decidedly Puglian) celebrates the positive, inclusive and authentic attitude of the region transforming localism into a distinctive value capable of speaking to all of Italy.

Tradition has it that Raffo beer be served "croccante", a Puglian dialect term indicating a very low serving temperature almost iced, a custom born from the need to counteract the intense heat of summer months but which over time became an identity ritual characterizing the way of drinking beer in Southern Italy. The brand today communicates through local events and territorial activations that reinforce the sense of community around the brand, transforming each bottle into an ambassador of a land that tells its story through native ingredients, Mediterranean maritime iconography and that uniquely Puglian ability to welcome with a smile anyone who sits at the table. Production follows the quality standards of the Asahi Europe group while maintaining specificities linked to the use of regional raw materials, a balance between industrial scale and artisan identity that allows bringing Puglian beer to all of Italy without betraying the Taranto roots that gave life to the project over a century ago.

quality

Certified Territorial Ingredients

The brand values the use of barley and cereals grown in Puglia as a distinctive element of the recipe, ensuring traceability of the raw material and a direct link with the territory of origin. The Original Recipe explicitly declares Apulian barley among the ingredients, while Lavorazione Grezza uses unrefined cereals from the region including durum wheat in addition to traditional barley. This territorial choice is not only narrative but translates into specific organoleptic characteristics linked to the Apulian terroir, with calcareous soils and a Mediterranean climate that influence the development of cereals, lending distinctive notes compared to malts from other origins. Production takes place at the Birra Peroni plant in Bari following the quality standards of the Asahi Europe group.

Rebranding and Design Owner 2024

In 2024, the brand invested in a complete rebranding by Smith Lumen, which redesigned the visual identity while maintaining iconic elements like Taras but interpreting them in a contemporary key. The new packaging system includes proprietary bottle with raised waves inspired by the Taranto Sea and the Aragonese Castle, a distinctive element that creates tactile as well as visual recognizability. The Lavorazione Grezza label features "grezza" textures and yellow color that immediately communicate the unfiltered nature of the product, while the wave pattern runs through all formats creating family feeling between references. The slanted logo follows Taras's posture with a right-facing gaze interpreted as a symbol of design, a storytelling detail that transforms each graphic element into a bearer of meaning and reinforces the narrative of the "Decisamente Pugliese" brand as a contemporary localism capable of engaging with national markets.

FAQ

When and where is Birra Raffo born?

The brand was born in 1919 in Taranto as a "Beer and Ice Factory" founded by the Raffo family. The first firing was carried out in May 1921 using a thirty-hectolitre boiler with storage in oak barrels. The first bottles bore the words "Birra Raffo Taranto" underlining the territorial link with the city of the two seas, a link that remained intact even after the acquisition by Birra Peroni in 1961 and the subsequent production transfer to the Bari plant in 1987.

What does "crunchy" mean for Raffo Beer?

"Croccante" is the Apulian dialect term which indicates the very low, almost freezing serving temperature with which Raffo beer is traditionally drunk. This custom was born from the need to counteract the intense heat of the Apulian summer months but over time it has become a identity ritual that characterizes the way beer is consumed in Southern Italy. The new labels explicitly communicate the invitation to serve it ice cold, making this local cultural peculiarity tangible and recognizable.

What's the difference between Original Recipe and Raw Raffo Beer Processing?

The Original Recipe is a light lager filtered with Apulian barley, soft body and refreshing dry taste with a slight final bitterness, available in 33 cl format. The Lavorazione Grezza launched in 2024 is an unfiltered lager using unrefined Apulian cereals (barley and durum wheat), featuring a more intense malty aroma and more pronounced hoppy bitter notes, with suspended particles that add body and complexity. It is served in a proprietary 45cl bottle with raised waves and a textured yellow label that visually communicates the product's "raw" philosophy.

Where is Raffo Beer produced today?

Production has been taking place at the Birra Peroni plant in Bari since 1987, when it was moved from Taranto to respond to increased demand. The brand is part of the Birra Peroni portfolio (Asahi Europe group since 2016) but maintains a strong Apulian identity by highlighting local ingredients and iconography linked to Taranto. This balance between industrial production scale and local specificities allows beer to be distributed throughout Italy while preserving the distinctive character that has made it a symbol of Puglia's identity.