Birra Metzger reopens in Turin

The historic brewery returns to Via Catania with a new production project and brewing culture center

For nearly two centuries, Metzger has been synonymous with Turinese beer, and the history of Birra Metzger is an integral part of the city’s industrial and cultural identity. Today, the Metzger brand—which was withdrawn from the market in 1975 and attempted a restart from 2018 to 2024—lives again thanks to the new vision of entrepreneur Marco Bianco.
The historic Turinese beer, described by Karl Metzger in 1848 as a “highly thirst-quenching and nourishing bitter liquid with a special flavor,” starts anew from the completely renovated Via Catania brewery. The goal is simple: to offer an authentic, high-quality beer capable of blending tradition and innovation, earning a special place on the tables and in the hearts of Turinese locals and all those who love drinking well.

The project was born in spring 2025 when Marco Bianco—who for years led the family business Equilibra before it was sold to Unilever—decided to invest in Birra Metzger, buying back the brand and acquiring the brewery. Joining him are Guido Palazzo (Coordination, Marketing, and Communication), Davide Masoero (Sales), and brewers Pietro Lanzilotta and Francesco Giacomelli in production, with technical supervision and support from Giampaolo Tonello. With a focus on local engagement and sharing knowledge (and flavors), the idea is to open up to collaborations with other producers. The first to do so were Riccardo Miscioscia from the La Piazza dei Mestieri brewery in Turin and Alessio Gatti from the Canediguerra brewery in Alessandria, who collaborated on the recipes for the Helles Lager and Modern IPA, respectively.

Birra Metzger thus rediscovers its identity through a contemporary production philosophy that combines premium craftsmanship and sustainability, based on the use of selected raw materials—high-quality grains and hops—the use of stainless steel and returnable glass kegs and bottles, recycled paper labels with wash-off adhesive, and practices aimed at reducing water waste and respecting the supply chain.

The new Birra Metzger is born from careful artisanal processing, rigorous selection of raw materials, and a contemporary interpretation of brewing styles. It seeks elegance and harmony between flavors. While its roots are firmly planted in German brewing tradition, it looks to the present with the goal of offering beers with a clear identity—simple, pleasant, and highly drinkable, designed to be accessible to everyone.

The return of Metzger is marked today by the creation of 6 new beers primarily for the Horeca channel. Six new recipes designed for different consumption moments with a clear identity: quality, authenticity, and high drinkability.

• Bionda – Helles Lager – Clear and smooth, the everyday blonde for any occasion
• Classic Weiss – Golden, classically opalescent, fresh, and spicy.
• Ambrata Vienna Lager – Rich, balanced, with toasted notes and dried fruit
• Modern IPA – Citrusy, tropical, fresh, and contemporary
• Bock – Intense, caramel-forward, with a full taste
• Doppel Bock – Full-bodied, dark, with great character

The brewery will not just be a production site but a true brewing culture center in connection with the city. In the coming months, meetings, courses, and guided tours will be launched for everyone who wants to discover the secrets of beer.

The Metzger Fest is scheduled from October 3 to 5: three days of free initiatives (by reservation), tastings, and meetings, marking the first real opportunity for the public to visit the production site and enjoy the new Metzger recipes.

Every second Saturday of the month, starting October 11, a walking tour through the streets of the Rossini district is scheduled: “From Art Nouveau to the beer of Turin.” A journey through Art Nouveau that tells the story of the neighborhood’s transformation from the late 19th century to the present day, blending tradition and innovation. The tour will conclude at the Metzger brewery with a guided visit and a tasting. The full calendar of events is constantly being updated.

The story began in 1848 when Karl Metzger, an Alsatian master brewer, founded the company in the Valdocco district, utilizing the pure waters of the Dora Riparia. In 1862, the company moved to Via San Donato 68, which was destined to become one of the city’s main brewing hubs. Under his son Francesco Giuseppe, who trained in German factories, the business gained new momentum. In 1898, it won the gold medal at the Italian Industry Exhibition in Turin and established itself nationwide.

At the beginning of the 20th century, the company expanded thanks to a project by architect Pietro Fenoglio, a master of Turinese Liberty (Art Nouveau), who transformed the Via San Donato plant into a jewel of industrial architecture. In the 1930s, during the height of autarkic policy, Metzger grew further and even exported to African colonies. Birra Metzger was a staple of evenings at Santopalato, Italy’s first Futurist tavern, alongside dishes with evocative names like “solar broth” and “aerovivanda.”

Despite the bombings of World War II, production continued, reaching 65,000 hectoliters annually with over a hundred employees. After the conflict, however, the brewery entered a phase of progressive corporate transformation; the brand was acquired by a multinational and gradually withdrawn until its disappearance from the market in 1975. The building on Via San Donato, now home to a supermarket, remains a testament of great historical and cultural value.

The rebirth of the Metzger brand represents the recovery of a Turinese heritage that marked Italian brewing history and is now projected into the future. This was the vision of Marco Bianco, shared by the historic Turinese Beccuti family—already involved in managing the family business Costadoro—who in 2023 created the Birreria Metzger adjacent to the brewery at number 45.

The venue combines industrial architecture and contemporary design, with high ceilings, refined details, and a welcoming atmosphere. At the heart of the experience is the new hi-fi corner, a space dedicated to lovers of high-fidelity music. Visitors can listen to curated musical selections while enjoying local beers and dishes. Thanks to quality audio systems and an intimate, comfortable environment, the hi-fi corner transforms every visit into a complete sensory experience, blending taste, history, and music in a unique and innovative context.

Birra Metzger has a long tradition of communication linked to its avant-garde advertising image. In the 1930s, Futurist artist Nicolay Diulgheroff redesigned the famous “M” in a Rationalist style. At the same time, the slogan “He who drinks beer lives a hundred years” became a symbol of innovative and bold communication. Faithful to this DNA, the entire new image of Birra Metzger starts from Diulgheroff’s M, which stands out in the brewery and on the new glass bottles. Another identity icon of the brand is the little elephant. A historic symbol of Birra Metzger, it is not a mere decorative element but a symbol of strength, reliability, and continuity with the past.

Birra Metzger reopens in Turin. https://metzger1848.com/.