The Italian job, London

Italians do it better, nay: Parmesans do it better.  I’m not referring to the amatory/love arts, but ... beer.

That said just a few years ago it would have seemed a tall story/fib, instead in these times of "global liberation" of talent, creativity and passion, two enterprising young of ducal territory can start from the Bassa Parmense[1], land of meats/cold cuts of excellent quality, esteemed all over the world, for to climb the international Olympus of beer .

They have won the hearts and palates of “beerlovers” of all the world with an approach to the drink together irreverent but respectful of tradition, and putting in those vats and in those barrique, large doses of Parma and its culture.

So, slowly, from a first plant/factory in front of the birthplace of Giuseppe Verdi in Roncole, today the Birrificio del Ducato opened its first pub in London, in one of the temples of international beer, establishing a first outpost from which to spread Italian beer culture not only Parmesan.

The Italian Job is the name chosen, mimicking the eponymous film of 1969 starring Michael Caine in the leading  role, that robs a bank courier full of gold in the crazy traffic of Turin, our ancient capital of the car, the lot filmed with thrilling pace and impeccable style, as happened in the late sixties. This style and rhythm that Giovanni Campari and Manuel Piccoli wanted to move on the banks of the Thames, for a pub which, hopefully, will be the first of a pub chain diffused in the other world capital of beer.

If the queen of the London stage will be the ViaEmilia, a beer pils that with its name celebrate the road that since roman times is the skeleton of our area, with its taste like Route 66

also sung by Francesco Guccini, do not miss in London pairings with Parmigiano Reggiano , Ham and Culatello, a triptych of masterpieces esteemed by foodies and would-be in all world. So for to close the loop of values ​​and bring back everything to the mists of Polesine or to the hills which watch the plain lulled by the wind.





[1] an area between Po River and Via Emilia in northern Parma.

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Parma, his legend in the food, its gastronomic delights, its art of living, its treasures seen from outside the "Petite Capital".

About the author

Manuela Soressi

E’ giornalista professionista, specializzata nel food. Da più di 20 anni racconta con con passione e curiosità, su quotidiani e periodici, il rapporto tra gli italiani e il cibo, il cambiamento dei gusti (e dei disgusti) alimentari, la sociologia dei consumi, i mutamenti del carrello della spesa, le politiche industriali e distributive. E non si fa mancare neppure divertenti incursioni nel mondo del turismo enogastronomico e del lifestyle.