BIRRA MORETTI LAUNCHES SALE DI MARE IN THE UK – AN UNFILTERED LAGER WITH A HINT OF ITALIAN SEA SALT


Diving into to the UK on-trade with a fresh wave of excitement, HEINEKEN UK unveils the new Birra Moretti Sale di Mare, translating to “salt from the sea.” This 4.8% ABV unfiltered, medium-bodied premium lager is made with a hint of sea salt harvested from Italy. Providing full-flavoured refreshment, Sale di Mare is available on draught and in bottles now.

With demand rising for continental lagers in the UK, Sale di Mare is positioned to help operators tap into this trend and drive sales by offering an unfiltered premium lager with a hint of Italian sea salt. “Research identified an opportunity to offer curious drinkers seeking more flavourful and interesting taste profiles, an accessible premium twist[1], whilst staying true to Birra Moretti’s Italian heritage*.” said Will Rice, HEINEKEN UK On-Trade Director.

Continental style lagers have a strong place in the lager category with a strong 22% value growth over the past year. Brewed in the UK Birra Moretti is the leading Italian style lager brand with its newest launch Birra Moretti Sale Di Mare offering pubs the opportunity to further premiumise their offering. Birra Moretti Sale Di Mare can also help operators capitalise on the popularity of Italian style lagers and meet rising consumer demand for bolder flavours.

Rice continues: “Birra Moretti Sale di Mare brings something new and intriguing as an unfiltered lager, made with a hint of sea salt. The hint of sea salt, paired with the unfiltered lager, creates a more full-bodied and intriguing flavour profile while providing incredible refreshment. It offers operators a way to deliver a premium drinking experience that we’re confident will attract discerning drinkers and drive value.” 

The launch will be supported by a multi-million-pound nationwide marketing campaign. To create a standout on the bar, Birra Moretti Sale di Mare will have eye-catching glassware and point of sale. As continental lagers present a trade-up opportunity driving value for operators, HEINEKEN UK encourages outlets to stock Birra Moretti Sale di Mare as part of a diverse and successful beer range.

In addition, HEINEKEN UK is offering one lucky operator the chance to win an Italian food and drink pairing for its customers at their pub. The intimate event will bring a taste of Italy to the UK, exploring the flavour profile of Birra Moretti Sale di Mare and how it can be paired with food to enhance culinary flavours. The prize promotion will run from the 14th February 2024 and until 23:59 on 13th March 2024.

To enquire about installing Birra Moretti Sale di Mare 20L Brewlocks, 30L kegs or stocking 330ml bottles and to enter the competition:https://forms.office.com/e/8yaStwfBsX.

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