Just a short drive from Brescia, Italy, nestled just inside the Italian Alps, lies the town of Gardone Val Trompia, home of Fabbrica d’Armi Pietro Beretta. Founded in 1526, the company is the world’s oldest active firearm manufacturer. To celebrate 500 years of firearm manufacturing, Beretta hosted 140 media professionals and influencers in its HQ in Italy. It was an event for the ages, and an honor to be included.
What do you do when Beretta offers to bring you out to Italy to help celebrate its 500th anniversary? You do what any reasonable person would do, and you cancel all other trips and plans, and you go. That is exactly what Linas Cernauskas, Bleecker Street Publications Content Director, and I did.
After arriving in Milan, we were met by a driver sent by Beretta to deliver us to our hotel, two hours away in Parma. The hotel was beautiful, but we arrived at 9:00 am and couldn’t check in until 2:00 pm. We had time to kill. So, hungry and exhausted, we soldiered on and took in the sights.
Advertisement — Continue Reading Below
The history present in the town of Parma was incredible. Although there were many modern stores and boutiques, they resided in buildings steeped in antiquity. Fortunately for us, it was still early on a Sunday morning, so there were very few people out, and we could really take it all in. Unfortunately for us, nothing was open. And we were hungry. It took a couple of hours for things to open, but we did finally end up finding food.
Advertisement — Continue Reading Below
The day ended with a night of mingling with the other attendees and enjoying an amazing dinner, hosted by Beretta. Ok. That’s not entirely true. The night actually ended with drinks at the hotel bar. But you probably already guessed that.
Spending the day walking the streets of Parma really set the tone for the historical event we were about to take part in.
Day One – EOS (European Outdoor Show)
To kick things off, we were all provided media badges and treated to the European Outdoor Show. It is a mix of SHOT Show on a smaller scale and a gun and knife show (without the guns and knives, just gear). Two pads (pavilions) housed the best that Italy, and Europe as a whole, had to offer in exquisite firearms. The third pad contained the shopping.
Advertisement — Continue Reading Below
The centerpiece of the show was Beretta, with its impressive presence, showcasing the 500 years it was celebrating. We were escorted to the booth by Beretta’s GM, following a catered lunch in the media room. The oversized space took visitors through each segment of the Beretta product line and offered a walk-through of the company’s history.
Advertisement — Continue Reading Below
Advertisement — Continue Reading Below
Advertisement — Continue Reading Below
We left the show at 2:00 to travel the 1.5 hours to Brescia for a press conference with Pietro Gussalli Beretta, President & CEO Beretta Holding, Franco Gussalli Beretta, President & CEO Fabbrica d’Armi Pietro Beretta, and Carlo Gussalli Beretta, PB Selection Business Development Manager & Digital Project and Innovation Manager Fabbrica d’Armi Pietro Beretta.
Each one spoke about the different departments of Fabbrica d’Armi Pietro Beretta, its rich history, and their part in it. Following the press conference, we moved into an adjacent room for a short, one-on-one question-and-answer session with the Berettas. My question was whether they still hand-forged any of their barrels, specifically in the Pietro Beretta (PB) line. From what I could understand, the answer is no.
Finally, we were taken to our next hotel in Brescia to freshen up before finishing the night with dinner at a restaurant called Areadocks, which Beretta had reserved for this event. Ok. We actually finished with drinks at the hotel again.
Day Two – Range Day
The next day, we were taken to the Concaverde Shooting Range for an incredible day of shooting.
The first point of order was a presentation from each product team. We were treated to a first look at upcoming models, a discussion on Beretta’s cold-hammer-forged Steelium barrel construction, the 500 Anniversary clothing line, and the partnership with Garmin, tethering a half-millennium-old company to the modern age.
After the press conference, we got to shoot the [REDACTED], [REDACTED], [REDACTED], and [REDACTED]. All kidding aside, we were honored to shoot many new firearms that are still under wraps. So, I can’t go into much detail there. But keep an eye out for timely reporting on new models as they become available.
However, I can tell you that we were allowed to experience the entire range and all of its stations, with some exceptional firearms. This included pistol, rifle, English Drive, 5-Stand clay, and the VR Experience, all with Beretta firearms. The berm was one of the most impressive things I have seen at any range, ever. Towering at approximately two stories high, no one was accidentally shooting over it.
Afterward, we were taken to another press conference with the Beretta engineers, followed by a Q&A session.
We were then treated to a beautiful gala dinner at Ristorante Carlo Magno, which resides in a 500-year-old stable on a mountainside in Brescia. See what Beretta did there? I don’t normally don a suit, but this was a beautiful event that really warranted it. And it was an absolute pleasure.
You probably already guessed that we, once again, finished with drinks at the hotel bar. We got back to the hotel late, but thanks to our Beretta event coordinator and the bartender, the bar stayed open for us.
Day Three – Historical Beretta
I was thinking about this day for weeks leading up to this trip. It was so worth it. Although I am no expert, I would still classify myself as somewhat of a history buff. As such, I am an admirer of antiquity and all things historically significant. This was that.
Our first stop at Fabbrica d’Armi Pietro Beretta HQ was the museum. The museum is by invitation only, so this was an incredible honor. The history in that room was staggering. At one point, I stood within a foot of Napoleon’s rifle. Not to mention the time I spent examining the first Beretta ever made. The whole room was like that. The. Whole. Room.
Unfortunately, we did not get very much time in the museum. But to be fair, I could have spent all day in there. So, I’m probably not the best person to determine how much time would have been appropriate.
After being torn away from the museum, we were taken to one of the cleanest factories I have ever seen. We were not allowed to take pictures in the factory for obvious reasons, but wow. They even had large plants throughout the entire factory, so that the employees have green in their lives to keep them grounded. Walking the talk.
In its own building was barrel manufacturing, which is something that Beretta prides itself on, separating itself from the market. Boasting Steelium construction for its barrels, Beretta utilizes a process that reduces recoil and increases accuracy. Watching the construction process in person was enlightening.
It’s Science
Although this was the shortest day for us, it was filled with the coolest stuff. For me, at least. But I’m kind of a geek for these things. I like seeing how the sausage is made.
The labs were cool. To be honest, science was not high on my aptitude scale in High School. But I still like it. Besides, I rarely went to school once I reached High School, so who knows anyway? I could be smrt. You don’t know.
All this to say that it was cool seeing how they test the integrity of the steel that goes into the construction of all Beretta firearms. Not to mention, seeing how they get such tight tolerances. It was truly impressive.
As a knife designer, I appreciate research and development. Every design has to have a “why,” or it will not connect with anyone. So, it was very interesting learning the process behind Beretta designs. There is a lot of analysis that goes into each design, including copious rounds during T&E. These guys do not dread going into work.
The Pietro Beretta Treatment
Once we reached the end of the factory tour, we hopped on the bus for the PB (Pietro Beretta) custom case shop. The leather (Italian, of course) was absolutely incredible, and each case is made by hand. Completely. However, if you want one of these cases, you have to own a PB firearm. They start around roughly $20k.
Then we went upstairs to the engraving room, and my inner artist might have lost his shit a bit. But just for a minute. I pulled it together pretty quick.
The engraving room was not what I expected. It was immensely more impressive. I’ll admit, I always thought the really intricate Beretta engravings were done by laser. They weren’t. We were allowed to watch masters at work, in person.
At the center of it all, on a raised platform, was a demonstration, simulcast on the adjacent monitor, of each engraving technique and its application. This included a demonstration of gold inlay and other coloring techniques. The engraving on some shotguns takes up to 1,000 hours. This is no job for a nervous person.
Then we walked over to Gun Service, which handles repairs and custom work—and the liveliest presentation of the entire trip. I can’t remember our host’s name, but when we got there, he told us that they saved the best for last. It turns out, he wasn’t lying.
That Wood, Though
When you first walk through the doors of Gun Service, on your way to the front desk, you pass through a hall of windows giving a clear view of the Beretta gunsmiths, handworking custom projects. From there, we were taken to a presentation of the tolerances present in custom PB firearms. There is a reason they are so expensive.
As it turns out, ordering a Pietro Beretta is a very involved process that ensures your Beretta is tailored specifically to you. This includes picking the wood for your stock from a very select offering. There are levels of material, ranging from Grade/Classe 1 – 5, with 5 being the highest.
Once you choose your wood, Beretta measures you for LOP, check rise, etc. Then, your stock is built just for you. Your friends might think that their high-end shotguns feel like they were made for them, but yours literally was.
You even get to pick your own finish. You can choose from Natural, Tru, and Gloss. Natural is probably best for hunters, because it is a flat finish, so it won’t present scratches easily. The next best option for shooters is Gloss Oil, which is a semi-gloss that shows scratches, but is easy to repair. However, for true collectors, TRU Oil is a presentation-quality finish, but it’s going to cost you and is very unforgiving.
Hungry and tired from a long, busy three days, we lumbered up to the cafeteria for lunch before hopping on the bus for the airport hotel.
After we all had an opportunity to rest and clean up, our small group met in another beautiful restaurant downstairs for one last dinner, fellowship, and…you guessed it…drinks. This was a proper wrap.
The Beretta 500 Experience
Having covered Beretta for many years, we went into this with a general knowledge of Beretta and its historical significance in the firearm industry. However, after this event, we came away with a much deeper appreciation of just how robust that history is. Likewise, after witnessing every step of the production process, I am thoroughly impressed. I’ve always liked Beretta firearms, but this trip took it to a new level.
As for the event itself, the coordinators deserve much well-earned credit. Planning an event like this, for this many people, in this many locations, was nothing less than a Herculean feat. I am not sure how they pulled it off so well, but they did. In a big way.
Thank you, Beretta, for hosting us and sharing your rich history with us in such an intimate setting. We were honored to be there and have the opportunity to meet all the great people behind such an iconic name.
