Skip to content
Digital Runner, torna alla home

METZGER 1848

Food & beverage · Turin's historic brewery, looked after on every front

Industry: Food & Beveragemetzger1848.com ↗

IN SHORT

Metzger 1848 is Turin's historic brewery: Karl Metzger founded it in 1848 near the river Dora, and today its eight German-inspired beers are brewed at the plant in Via Catania. Digital Runner handles its communication on every front: the recently updated metzger1848.com website with its online shop, the blog, the newsletter, the social media pages and the campaigns on Meta and Google Ads, the graphics for bars and restaurants, and events such as the Metzger Fest. We monitor all the numbers on RunAlytics.

The client

WHO METZGER ARE

YEAR
since 2025
CLIENT
Metzger 1848
Via Catania, Turin
AUDIENCES
Beer drinkers
bars and restaurants
event-goers
WHAT WE DO
Website and shop, blog, newsletter,
social and campaigns,
graphics for venues, events,
data on RunAlytics

Metzger 1848 is Turin's historic brewery. Karl Metzger founded it in 1848, near the river Dora, and brought German-style beer to the city. Today the eight Metzger beers, from the Bionda to the Doppel Bock, are brewed at the plant in Via Catania.

The brand speaks to three different audiences: people who buy the beer online or at the brewery, the bars and restaurants that put it on their menu, and people who come to the evenings and the Metzger Fest. Three different conversations, with the same voice. And a beer born in 1848 has to win back its place at the bar every single evening.

The goal: Grow direct online sales, get the brand into more venues, fill the brewery's events and tell a story almost two centuries long to people discovering it today.

The brewery

A TURIN BEER,
SINCE 1848

A long history, a well-defined range and a whole city as a backdrop. This is where our work starts.

1848
the year Karl Metzger founded the brewery
8
German-inspired beers
3
audiences, drinkers, venues, events
1
brewery, in Via Catania, Turin

How we work

EVERY CHANNEL
TELLS THE SAME BEER

The website sells and tells the story, social media and the blog spread it, campaigns bring in new people, the newsletter brings them back and venues find the beer on their menu. Everything is measured on the same dashboard.

  1. 01

    Social and blog

    Telling the story

    The history, the brewery, the people and the events, on social media and in the website's news section.

  2. 02

    Meta and Google Ads

    Getting chosen

    Campaigns for drinkers and for venues, with sales tracked down to the last order.

  3. 03

    Website and shop

    Selling

    The eight beers, tasting boxes and gifts, delivered to your door.

  4. 04

    Newsletter

    Bringing people back

    Emails for drinkers and for venues, and a wheel of fortune that grows the list.

  5. 05

    RunAlytics

    Measuring

    Advertising, sales, social media and venues on the same dashboard.

Our work for Metzger

EIGHT FRONTS,
ONE BEER

For Metzger we look after everything that goes through digital, and a bit more besides: from the website to a bar's beer menu, from the newsletter to the party in the brewery courtyard.

Un'insegna storica della birra Metzger Bionda

01The website

A NEW WEBSITE
FOR A BEER FROM 1848

We recently updated metzger1848.com. The new website opens on the brewhouse and the bottles, and presents each beer next to a vintage photo of Turin, tinted in the colour of the beer: the Weiss with the old Metzger factory, the Summer IPA with a beach from days gone by, and so on for all eight.

Inside is the online shop: the eight beers, light, dark and mixed tasting boxes, merchandise and gift cards, with free delivery above a certain amount. Every beer page shows the strength and bitterness and leads straight to the basket.

  • Eight beer pages, each with its vintage photo
  • Shop with tasting boxes, merchandise and gift cards
  • Access restricted to adults
Visit metzger1848.com
Le otto birre Metzger in fila: Bionda, Weiss, Pils, Summer IPA, Modern IPA, Ambrata, Bock e Doppel Bock
The eight Metzger beers, from the Bionda to the Doppel Bock.
metzger1848.com/home
La home del nuovo sito Metzger: Metzger, la birra di Torino dal 1848, con tre bottiglie davanti alla sala cottura
The new website's home page.
metzger1848.com/birre
La pagina Le birre del sito Metzger: ogni birra davanti a una foto d'epoca di Torino colorata
The beers, each with its own vintage Turin.
Lo stabilimento storico Metzger a Torino in una foto d'epoca

02The blog

STORIES
FROM VIA CATANIA

We look after the brewery's blog, the website's News section: educational experiences at the plant for catering schools and universities, days dedicated to venues, collaborations, the pieces of history that tie Metzger to Turin.

This content introduces the brand to people who have never tasted it, and helps the website get found on Google by people looking for a Turin beer or an experience in the city.

metzger1848.com/notizie
La sezione Notizie dal birrificio del sito Metzger, con gli articoli del blog
News from the brewery.
Un'osteria storica di Torino in una foto d'epoca, dal sito Metzger
Canottaggio sul Po in una foto d'epoca, una delle immagini storiche del sito Metzger

03Social media

THE STORY,
TOLD EVERY DAY

We run Metzger's social media pages: the brand's history, the brewery behind the scenes, the people, the evenings and trade fairs covered live. At the Metzger Fest we covered all four nights live, with stories from the courtyard, the taps and the stage.

It is short content, shot and edited by us, that makes people want to be there next time.

The opening of the Fest.
The taps.
The packed courtyard.
The brewers.
Live music.
The beer store.

A beer born in 1848
has to get chosen at the bar,
every evening.

Il tino di cottura del birrificio Metzger con il logo

04Campaigns

META AND GOOGLE ADS,
WITH THE RIGHT NUMBERS

We run social campaigns on Meta and Google Ads campaigns, for drinkers and for venues. We started with the least romantic part: we rethought the strategy from scratch and rebuilt sales tracking, with a direct server-side connection to Google Ads and prices aligned in Merchant Center.

It used to be hard to tell which campaign had brought in an order. Now every sale in the shop is linked to the ad it came from, and the work goes where it pays off.

  • Meta Ads for drinkers and for events
  • Google Ads and Shopping with Merchant Center
  • Sales tracked server-side, order by order
La linea di birre Metzger 1848
Box degustazione Metzger con tre bottiglie

05Newsletter

THE LIST
THAT GROWS THROUGH PLAY

We write Metzger's newsletter, in two versions: one for drinkers, with news, boxes and events, and one for venues, with the beers to put on the menu and the days dedicated to them.

To grow the list we created a pop-up with a wheel of fortune, connected to Brevo: whoever plays wins a personal, single-use discount code, and subscribes at the same time. At the Metzger Fest the wheel became a contest: you left your email, gave it a spin and found out your prize straight away, from a draught beer to a T-shirt.

The wheel of fortune.
Testata della newsletter di invito al Metzger Fest: 1-2-3-4 ottobre, ingresso gratis, Via Catania 39
The invitation to the Metzger Fest.
Testata della newsletter dopo il Metzger Fest: grazie Torino, ci vediamo nel 2027, meno 20% sulle box
The thank-you after the party.
Le due pagine con le otto birre Metzger nel menù del Metzger Fest

06Venues

ON THE MENU
IN DOZENS OF VENUES

A beer is also chosen from the menu. We design the beer menus for dozens of client bars and restaurants, as well as labels, neck collars, displays and signs: everything that brings the Metzger brand to the table and the bar.

For trade customers we also handled the hospitality day at the Metzger Fest, reserved for bars, restaurants and hotels, with its own page, invitation and communication.

La grafica del Metzger Fest Horeca: lunedì 5 ottobre dalle 17 alle 20:30, visita al birrificio e degustazione gratuita per i professionisti
The Metzger Fest Horeca day, for trade professionals.
Le etichette delle birre Metzger 1848 da vicino
La grafica del Metzger Fest 2026: la torre Metzger con la birra e la scritta FEST a lampadine, 1-2-3-4 ottobre

07Events

THE METZGER FEST
AND THE EVENINGS

We follow the brewery's events from start to finish: the pages with advance tickets and bookings, the campaigns to fill them, the communication before, during and after. The biggest is the Metzger Fest: from 1 to 4 October 2026 the plant in Via Catania opened to the public for four evenings, with talks, concerts, workshops and the taps always flowing.

There is also Metzger's presence at Terra Madre, with its own dedicated page, and special evenings such as the astronomy night with the Turin Planetarium.

3,000
people at the Metzger Fest 2026
1,600+
litres of beer poured
The Metzger Fest from the inside (in Italian)
La landing del Metzger Fest 2026 su eventi.metzger1848.it
The Metzger Fest 2026 page.
Il gruppo di Digital Runner brinda al bancone del Metzger Fest, con le birre in mano e gli spillatori dietro
Us behind the bar too, on the day of the Fest.
Un talk all'aperto al Metzger Fest, davanti al muro di mattoni dello stabilimento e al manifesto dell'elefante Birra Metzger, con i podi rossi Metzger e i microfoni
La sala cottura del birrificio Metzger in via Catania a Torino

08RunAlytics

ALL THE NUMBERS,
ONE DASHBOARD

We monitor all the data with RunAlytics, our analytics tool. Meta and Google campaigns, shop sales, newsletter sign-ups, social media and the hospitality channel, meaning hotels, restaurants and bars, can all be read on the same dashboard.

So you can see straight away what works: which campaign brings in orders, which content grows the community, which event fills the list. And the following month the work moves to where it pays off most.

The result

A HISTORIC BRAND,
TOLD FOR TODAY

A new website that sells, a list that keeps growing, campaigns tracked down to the last order and a beer you find on menus and at parties. Every channel, with the same voice.

8

fronts we handle for Turin's historic brewery

8
BEERS ONLINE
3
AUDIENCES
2
NEWSLETTERS
1
RUNALYTICS DASHBOARD

Who did what

QUESTIONS ABOUT THIS PROJECT

Who looks after the Birra Metzger 1848 website and shop?

The metzger1848.com website, recently updated with an online shop for the eight beers, tasting boxes and gift cards, is looked after by Digital Runner, a digital marketing agency in Turin.

Who runs Metzger's social media, campaigns and newsletter?

Digital Runner runs Metzger's social media pages, its Meta and Google Ads campaigns, the website blog, the newsletter for drinkers and for venues and the wheel of fortune connected to Brevo, and monitors all the numbers on RunAlytics.

Who handles the communication for the Metzger Fest?

The pages, advance ticket sales, campaigns, newsletter and social media coverage of the Metzger Fest, the party in the courtyard of the Metzger plant in Via Catania, Turin, are handled by Digital Runner.

The services involved

HOW WE GOT THERE

More case studies

OUR WORK

All our work
Running events

RUNNING AND EVENTS

Base Running Team

31,000participants in Base Running races in 2026

Read the case study
Industrial software

B2B & MANUFACTURING

Elisa Industriq Italy · sedApta

58technical articles published on elisaindustriq.it in 2026

Read the case study
Shower enclosures

B2B & MANUFACTURING

CSA Box Doccia

10communication fronts we handle for CSA

Read the case study
Industrial vacuums

B2B & MANUFACTURING

Delfin Industrial Vacuums

170products online for the United States and Canada

Read the case study
Industrial software

B2B & MANUFACTURING

Tebis

99ads published in Italy across LinkedIn, Facebook and Instagram

Read the case study
Wellness & cosmetics

WELLNESS & COSMETICS

Equilibra

B2C · supplements and cosmetics, from e-commerce to social media

Read the case study
Access automation

B2B & MANUFACTURING

ABLE Automation

B2B manufacturing · Italian automation for gates, garages and barriers

Read the case study
Online training

TRAINING

ASO Facile

35online courses, 2 hours each

Read the case study
Running events

RUNNING AND EVENTS

Infront · Verona Run Marathon

Running · Verona Run Marathon and Romeo & Giulietta Half Marathon

Read the case study
Home and bathroom

E-COMMERCE & B2C

Papilio Box Doccia

B2C · shower enclosure showroom and bathroom renovations, in Turin

Read the case study
Premium spirits

FOOD & BEVERAGE

Compagnia dei Caraibi

Food & beverage · Citadelle, Planteray and Jefferson's, told in Italian

Read the case study
Running events

RUNNING AND EVENTS

Equilibra Running Team

Sport and events · the Mezza, the Dieci and the Notturna che Vale, more than 10,000 runners in a year

Read the case study

Further reading

WE’VE WRITTEN ABOUT IT

All articles

Ready to runWITH US?

Thirty minutes on a video call, or over a coffee if you’re ever in Turin. You tell us where you want to get to, we tell you what we’d do first and why. Then it’s your call.

© 2026 Digital Runner srl · Corso Valdocco 2, Torino · VAT no. 13026050016
Privacy PolicyCookie Policy

Ask for information

Tell us what you need

Someone from the team will reply within one working day.

Or call us: +39 011 19118420