New brand “San Zorz” celebrates local culture and brewing tradition in Friuli
Royal Unibrew, the Danish beverage group, has introduced a new beer brand called San Zorz to the Italian market. The beer is brewed at the company’s facility in San Giorgio di Nogaro, northeastern Italy — a historic brewery acquired two years ago from Birra Castello.
The launch includes two beers: Fürlan Lager with 4.8% ABV and Non Filtrata with 5.2% ABV. The brand was designed with strong local roots — even the name San Zorz is the Friulian dialect version of San Giorgio, literally speaking the language of the region.
The design, created by Milan-based agency Dude Design, gives St George — the patron saint of the region — a modern pop-art look. He features prominently on labels and cans as an iconic symbol bridging the past and present. Background illustrations also reference the landscape between the Dolomites and the Marano Lagoon.
“San Zorz is our tribute to Friuli, its people, and an honest brewing tradition,” said Silvia Boscaro, the brand’s marketing manager. The goal is to strengthen the brand’s local identity while establishing a modern beer brand with a clear position in the Italian market.
