Birra Moretti is using the pull of complimentary pints and encouraging people to connect with friends in the pub during the week. Birra Moretti is inviting drinkers to come together to create memorable moments over a premium, Italian lager on the house.  The activation has been developed to drive mid-week footfall and sales nationwide. 

The initiative, which is free for venues, will run between Monday and Thursday every week throughout March. Birra Moretti stockists can sign up here by 15th February 2023 to take part. There is minimal staff input needed – simply display the supporting POS in outlet and online, available from 20th February. All pints claimed will be refunded weekly by HEINEKEN UK.    

Why not maximise the opportunity with a food and drink pairing? Increase mid-week dwell time and spend by recommending customers enjoy their Birra Moretti with a creamy risotto, delicious pasta dish or stonebaked pizza. Or create an aperitivo moment with an antipasti board of Italian cheeses, olives or cured meats for them to purchase to accompany their authentic Italian lager.   

Richard Barnes, Beer Brands Marketing Manager at HEINEKEN UK comments: “With the cost of living rising, our ‘Mid-week Moretti moment’ aims to still encourage consumers to trade-up and enjoy a pint of the UK’s most valuable premium continental lager1. We hope to also drive footfall into pubs during quieter periods, aiding ROS for our customers and by offering consumers a complimentary pint we create an opportunity for them to get together and enjoy each other’s company over a Birra Moretti in the pub”.  

The Heineken® Beer Report 2022 identified that premium lager on-trade sales values grew by 5.7% year-on-year in 20211. Consumers are identifying continental lager as leading the premium lager category2, with drinkers selecting trusted and recognised brands that give reassurances on quality and taste. Premium continental lagers have also seen incredible growth – with Birra Moretti value sales growing +109% year-on-year to £516M3, making it the UK’s most valuable premium continental lager4

To take part in the Birra Moretti pint giveaway, sign up by 15th February 2023:  

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