He prefers beer to toga: his empire is worth 60 million

He prefers beer to toga: his empire is worth 60 million
He prefers beer to toga: his empire is worth 60 million

NUORO. Beer as an extraordinary instrument of pacification. What’s better than a nice pint to smooth out tensions, heal fractures and resolve misunderstandings that risk dragging on. A hops and malt pit stop blended right after a stressful day at work can work wonders. The rapidly growing business in the world of craft beers of Giovanni Porcu, 41, from Nuoro, owner and creator of the Doppio Malto brand (60 million group turnover and over thirty venues in Italy and abroad) starts from the mental approach of conciliator. A mindset probably developed over the years wearing the toga of a criminal lawyer combined – as a good Sardinian – with the passion for beer (with 60 liters per capita the island is in first place for consumption in Italy). Son of Mario, former headmaster in Nuoro but originally from Galtellì, and mother Maria Teresa di Sarule, after completing the classical high school in the city he enrolled in Law in Rome. But four years as a lawyer were enough to understand that his future was in the business world rather than in the courtrooms. But everything forms and molds. “I must say that it was a very formative and interesting period from a professional point of view, it helped me to understand many things from a strategic point of view”, explains the entrepreneur from his office in the heart of Milan of Foodbrand Spa.

Business man. Married, father of three children, the business man’s tour de force begins as soon as he accompanies them to their respective schools. “Days in which it seems to be in a blender, between travels, meetings, meetings after meetings, but the beauty of having a profession like mine is that you also have unique gratifications”, explains Giovanni Porcu. As in every story, even in the career path of the Nuorese manager who in the early morning manages to find time to go for a run, while the evening is reserved for reading, there is a beginning, dated 2007. “I started my entrepreneurial career in catering by developing the Old Wild West brand as an affiliate, opening the first store in Reggio Emilia », he says. The love for the world of beer is strong, which is why in 2015 it acquired the Doppio Malto craft brewery in Erba, restructured it and then started the development of the chain of premises. «That was the first step, but the business world was the natural landing even if I went through other paths which later proved to be functional. London, where I worked as a waiter as a high school student for three years, was a very important experience that made me see the world of food up close “, recalls Giovanni who immediately focused not only on a place that was at the same time a place to taste excellent craft beers and good food, but which fully responds to a philosophy of life that can be summed up in just two words: to feel good.

The company grows. In just a decade, Doppio Malto now has about thirty restaurants – breweries in 8 regions. Four in Sardinia (Cagliari, Olbia and opening in Alghero and Villasimius) and in Iglesias there is the brewery. And the group after landing in France is landing (ribbon cutting in July) in the United Kingdom. An investment plan that did not stop even in Covid’s annus horribilis. «The response from the international market has been incredibly lively – says Giovanni Porcu – The combination of brewing culture and a sense of Italian hospitality has proved to be decidedly attractive. Every Doppio Malto restaurant, whether in Italy or abroad, is based on the idea that beer should be the protagonist, together with simple and genuine food – continues the CEO of Foodbrand – To this are added large and comfortable spaces, relaxation and play areas. for both adults and children, who make Doppio Malto a happy destination ».

Beer in the pandemic. Porcu thus returns to the initial concept, that is beer as a moment of sharing and relaxation in a well-kept space that welcomes and pampers. The growth of the brand continued even during the lockdown. In full emergency the company with some adjustments to the moving machine has in fact launched EHI! -Commerce Doppio Malto, its own e-commerce service. Thanks also to this, beer production has continued to grow: from 400,000 liters in 2018 to 600,000 liters in 2019 and a forecast of 5 million liters thanks to the very recent opening of the new green plant in Iglesias. The second Sardinian production center of Doppio Malto has a field of solar panels, able to satisfy 100% the factory’s need for electricity. Today the team contemplates 600 people (150 in Sardinia between the brewery and the restaurants) with an increasingly clear and recognizable concept. «Hospitality, well-being and experientiality. And of course quality. These are the guidelines on which we move. Transversal and borderless behaviors, valid in the north, south and abroad, which unite all of them ”, remarked the captain of the company. And if the business world is in a hurry, politics also adapts. «In my entrepreneurial history – concludes the business man – I have met many public administrators. Many were those who worked so that we could grow well and according to the times required by the market, with a true spirit of service and a vision close to reality and the daily needs of us entrepreneurs. I have always seen the best things done by local administrators, who are always really close to the citizens ».

PREV Rossi’s team stops the World Champions – Corriere.it
NEXT Rossi’s team stops the World Champions – Corriere.it