The first beer bottle that speaks to the sightless

The first beer bottle that speaks to the sightless

32 via dei Birrai renews its bottle and it does so by dedicating a special thought to its sightless consumers: actually, the writing “Birra 32” will be printed directly on the glass bottle in the Braille alphabet, thus making it immediately accessible and recognizable to everyone by just touching it.

In Italy, there are 72,841 sightless and 56 379 partially-sighted people for a total of 0.22% of the population. A percentage which, although reduced, shows a large number of individuals with specific needs who, only thanks to understanding and help from everyone, can really integrate themselves into a a word specifically tailored for normally sighted people.

32 Via dei Birrai has always wanted to decontextualize the concept related to “beer” by resetting it to zero as well as redefining it in order to create a new language in the never-ending brewing sector landscape. What has always distinguished itself is the experimentation beyond banality: starting from the choice of a bottle up to graphic design, from the proposal of culinary pairings up to product positioning.

Also in this case, the brewery has wanted to take a step more compared to its custom and has wholeheartedly embraced Loreno Michielin’s project, co-founder and business manager: it has decided to renew the bottles of its 8 beers to the benefit of the sightless who, while holding a  bottle in their hands, still today they are not even able to recognize its content.

“This initiative comes from my own personal experience with one of my dearest friends who is sightless” says Loreno Michielin. “I have always been struck by the fact that every gesture that I take for granted, like choosing a bottle, may be an almost insurmountable challenge for him. This is my small contribution to help him“.