The BereTTa Brand

WhaT We’re made of.

At the core of Beretta is a passion. An understanding of the wild places. The cold fields of autumn. The high grass and the low marsh. Rain and sun. Man and dog.

It’s an understanding that is pure and real. It lives in the deep-est reaches of the hunter’s heart. The innermost corners of the shooter’s soul. And it is everywhere. A field in Tuscany. A lake in Wyoming. The flash of a tail. The thunder of wings.

And then there is the stirring. The relentless search for balance. Between legacy and vision. Between what has gone before and what is yet to be. Between then and now and tomorrow.

This is the passion that drives Beretta. It’s in our genes. And so too is it in our hearts. It’s why we exist. And it’s why we have endured for nearly 500 years.

reliaBle trustworthy, proven

PassionaTe focused, dedicated

CrafTsmanshiP quality, excellence, detail

iTalian masculine, style, worldly

BereTTa dna

Reliable

Reliability is trust and trust is certainty. To trust is to believe without question. A clear and certain knowing. That all will go as planned. That what we promise will be delivered.

Pass ionate

It’s a fervor. A borderline obsession. All wild-eyed and pure and believing. It is the fuel of our progress. The engine of our perfection.

CRaftsmanshiP Our craftsmen do not heed the call of mediocrity. There are no small details in their world. Only precision. And perfection. And excellence.

italian

Perhaps it’s something in the air. This fusion of style and performance. Of performance with style. The strength of our purpose lives here.

BereTTa dna

innoVaTionsmart, originality, determined

inTeGriTY commitment, ethical, proud

resPonsiBle conscientious, diligent, respectful

auThenTiC heritage, genuine, family

innovation It’s always there. The seeking. Our pursuit of the next thing. The next great discovery. Innovation is a calling. To evolve. To ascend to a higher place. To transcend everything that has gone before.

integRity It’s standing for something. It’s committing ourselves. It’s believing in who we are. It’s looking the world in the eye and saying this is what makes us who we are.

ResPonsible

There are no gray areas to the right thing. There is only the knowing. That we are here for a purpose.To never drop our guard. To be true to the code. To be the good steward. The keeper of the conscience.

authentiC

When a vision endures, there is nothing more genuine. And when a family has lived and breathed that vision for more than 500 years, there is nothing more real or more true.

At Beretta, it is our centuries-old passion

for unyielding precision and authentic style

that drives us to create products

that perform far beyond the expected.