Baladin: story of a taste revolution in the land of wine
From a pub in Piozzo, a small town in the hills of the Langhe where wine takes center stage, comes the story of Baladin, a brewery that, true to the meaning of its name “storyteller,” has been able to write a new page of history capable of inspiring entire generations and telling its own through every beer.
If it is true that every business story is linked to its founder, this is even more true for Baladin, a business that represents the dream of Teo Musso, a man who transformed beer into a medium of expression, a liquid canvas on which to paint emotions and memories. For Teo, beer is not just a drink, but a language, a way to share moments of his life and his personal quest toward perfection of taste. Each of his creations tells a piece of his journey, from his childhood lived among the Piedmont vineyards to the more daring experiments that have made him a pioneer of Italian craft beer. Together with the startups participating in the acceleration path, we met Teo Musso at Baladin in Cuneo and he told us his story among passion, successes and even some failures.
The origins: a passion turned business
If it were a song, it might sound like the words written by Gino Paoli “We were four friends at the bar who wanted to change the world”. The history of Baladin began in 1986, when Teo Musso opened a brewpub in Piozzo, where more than 200 labels of beers from all over the world are served, becoming the only establishment in Italy to
offer this service.
In 1996 he decided to transform his passion for beer into a profession and using old
milk tanks he created his first production plant. With the help of his friend Jean-Luis Dits of Brasserie à Vapeur in Belgium, Teo brings his first creations – the Blonde and Ambrée – to life, experimenting and refining the recipes that will become Baladin’s hallmark.
Over the years, Baladin has grown and evolved, moving production to larger and larger spaces to meet growing demand. From the small area carved out in the initial pub, production moved to Teo’s
parents’ chicken coop and later to a modern facility at the Baladin Open Garden. Each location is designed not only for production, but also to spread the culture of craft beer and the philosophy of the brand.
The numbers of success
In 2022, Baladin reached a production of 25,850 hectoliters, recording a turnover of 16,050,000 euros and a EBITDA of 20 percent. This growth rate, higher than the industry average according to data from iMARC, Assobirra and Eurostat, testifies to the soundness of the company’s strategy. The company is present in 47 countries, thanks to an omnichannel approach that includes a B2B network of around 3,000 retailers and an active e-commerce, which has served more than 24,000 customers to date.
The iconic productions:
Baladin is known for its unique beers, the result of a constant search for taste and innovation. Among the most famous creations is Xyauyù, a barley wine born from Teo’s challenge with his father, who wanted a beer that could compete with great oxidized wines. After years of experimentation, Teo developed a complex and fascinating beer, aged in wooden barrels and enriched with special ingredients such as Lapsang Souchong tea or Kentucky tobacco leaves.
Another milestone is the National, the first Italian craft beer made with 100 percent Italian ingredients, a symbol of Baladin’s commitment to enhancing the national agricultural supply chain.
Beer for Baladin is also a time to celebrate special moments in one’s life and turn it into a toast to share: in 1997 Teo Musso dedicated the beer “Isaac”, a Belgian-inspired white, to his newborn son. This beer would be included in the “Great Beer Guide” by Michael Jackson (The Beer Hunter), the world’s most famous beer taster; in 2000, he created “Wayan”, a saison dedicated to his newborn daughter and “Nora” a beer dedicated to the mother of his children. Teo’s creativity is also expressed in the holidays, with beers such as “Nöel”, a dark, full-bodied ale designed for Christmas.
A beer for every taste: non-alcoholic, veg, lactose-free, gluten-free
Baladin also stands out for its consumer focus. The company produces gluten-free, alchool-free, vegan, and lactose-free beers, offering high-quality solutions for those with intolerances, specific food preferences, or simply looking for alternatives that respect a healthy lifestyle.
The Open Project: sharing and brewing culture
In 2008, Baladin launched the Open Project, introducing Italy’s first open source beer. The recipe is published online, allowing homebrewers to replicate it and contributing to the spread of craft beer culture in Italy. This innovative approach promotes knowledge sharing and encourages experimentation, core values in Baladin’s philosophy. “To do this job well -said Teo Musso – you have to want to make others feel good.”
Equity crowdfunding
In 2024, Baladin embarked on an innovative funding path, generally adopted by startups, through equity crowdfunding, uniting the community of its fans in a shared project. Through the Mamacrowd platform, the company allowed fans and investors to become active participants in the Baladin dream. This approach has reaped great success, strengthening the bond between the brewery and its audience, and demonstrating how direct involvement can fuel not only business growth but also the spread of craft beer culture. The initiative was also an opportunity to support the development of the Baladin Open Garden, a space dedicated to sharing and education, where visitors can have an immersive experience in the world of beer. “An achievement that surprised the financial world. No one expected that in six days we would close the cap with 2197 new members. To the companies that asked me afterwards: how did you do it? I answer: it’s 25 years of campaigns that have led to this result that doesn’t come overnight.”– Teo recounted.
The story of Baladin is the story of a taste “revolution” that, starting from the bottom, was able to create an internationally recognized brand, always keeping alive the curiosity and desire to write a new chapter.
Find out more about the Baladin world: https://www.baladin.it/
13/02/2025 / LaGemma Magazine / Baladin
