Federico Sannella Appointed as New President of AssoBirra

AssoBirra, the Italian Brewers and Maltsters Association, has elected Federico Sannella (Birra Peroni) as its new President. The announcement was made during the General Assembly held in Rome. Sannella succeeds Alfredo Pratolongo (Heineken Italia), who will continue to serve as Past President. Andrea Bagnolini remains Director General of the association.

Alongside Sannella, the Assembly unanimously appointed three Vice Presidents: Paolo Merlin (Heineken Italia), Giuseppe Micucci (Birra Castello), and Serena Savoca (Carlsberg Italia). Claudia Buzio (AB InBev) was named Presidential Advisor, with a specific mandate to foster internal cohesion.

Who Is Federico Sannella

Born in Rome, Federico Sannella has been Director of External Relations and Institutional Affairs at Birra Peroni (part of Asahi Europe & International) since 2007. He previously held key roles at British American Tobacco Italy and Philips Lighting, with experience in both Rome and Paris. Sannella also serves as President of the Food Section of Unindustria and ESG Delegate. He is on the board of Agro Camera, under the Rome Chamber of Commerce, and has taught Organizational Communication and Corporate Social Responsibility at LUMSA University since 2023.

Vice Presidents Bring Expertise Across the Brewing Sector

Paolo Merlin, Public Affairs Manager at Heineken Italia, brings over 20 years of experience in the beer and Ho.Re.Ca. industries. After working in Switzerland, he joined Partesa and later Heineken, where he led communication and digital projects for Birra Moretti and the Università della Birra. He has served as Director of the Birra Moretti Foundation since 2017.

Giuseppe Micucci, currently involved in strategic marketing and commercial direction at Birra Castello, has held leadership roles in Danone Group and SAB Miller. He joined Birra Peroni in 2003 as Commercial Director, later becoming General Manager of Birra Castello and a Senior Advisor for Birra Forst. He also consults for mid-sized companies on industrial plans and organizational restructuring.

Serena Savoca is Marketing & Corporate Affairs Director at Carlsberg Italia. With over 15 years of experience in corporate communication, sustainability, and brand management, she plays an active role in Italian industry groups, serving on food and beverage committees in Assolombarda and Confindustria Varese.

AssoBirra's Mission

Founded in 1907, AssoBirra brings together more than 40 brewing companies, malt houses, and hop producers, representing over 92% of Italy’s beer production and 72% of domestic beer consumption. The association supports over 109,000 jobs across the value chain.

AssoBirra plays a key role in promoting beer culture in Italy, advocating for sustainable growth, responsible drinking, and the strategic development of the beer sector through institutional representation, research, and awareness campaigns.

With its newly elected leadership team, AssoBirra is ready to face future challenges and support the continued innovation and global recognition of Italian brewing excellence.