HEINEKEN UK is bolstering investment in its Birra Moretti brand, with the launch of brand-new glassware and a major marketing campaign, aiming to cement its position as the premium World Lager of choice in the lead up to the festive season.
Birra Moretti is already the UK’s number one World Lager brand[1], worth an impressive £1.02bn to UK pubs and bars[2]. As World Lager continues to shape the Lager category as a whole, with a 43% value share[3], the latest developments for Birra Moretti are set to establish the brand as the leading premium option – helping operators maximise the brand’s value and improve customer experience.
The new glassware has been designed and tested to provide the highest quality drinking experience. Glassware plays a vital role in elevating the overall experience while drinking out, serving as an extension of the brand’s identity. During consumer testing, customers found that Birra Moretti was the most appealing World Lager, with points increasing by 8% on previous testing[4], improving on an already strong base across distinctiveness and crafted descriptors.
The new Birra Moretti chalice was designed in Italy and crafted with Italian passion for quality. The design was inspired by the brand’s unique heritage; with the premium ‘grain’ embossment honouring Italy’s rich landscape as well as Birra Moretti’s core ingredients, and the inscription ‘DAL 1859’ embedded in the stem to symbolise that every beer stands on over 160-years of brewing history.
The launch of the new glassware follows the roll out of a multimillion-pound global Birra Moretti marketing campaign earlier this year – ‘Enjoy Life’s Simple Pleasures’. The campaign initially launched over the summer with a brand-new advert across TV, VOD and social media, highlighting the brand’s provenance and bringing to life the sights and sounds of Italian culture.
The campaign was projected to reach 99% of UK adults aged 25-44 and has performed incredibly well. Consumers will see a continuation of the story this Christmas, once again encouraging consumers to understand the universal truth that life’s greatest pleasures are often the simplest – good food, great company, and a beautifully crafted beer, which is especially relevant over the festive period.
Grace Daley, Birra Moretti Marketing Manager at HEINEKEN UK, comments: “The launch of the new Birra Moretti chalice marks our commitment to continuously reinvent what a pint looks and feels like, playing into the concept of how consumers ‘drink the brand’. It is important that Birra Moretti stands out as a premium choice in the World Lager category, not just through taste, but through every touchpoint in the customer’s experience. The new glassware, along with our latest marketing push, aims to achieve just that – helping operators maximise the brand’s potential this festive season and beyond.”
Roll-out of the new Birra Moretti chalices is underway. Operators can order the new glassware and find out more about how to maximise their Beer sales in the lead up to Christmas by visiting HEINEKEN UK’s eazle® platform at https://www.eazle.co.uk/huk/en/.
[1] CGA OPMS Value MAT P10 05/10/2024
[2] CGA by NIQ OPMS GB Value Sales MAT TY to P09 2025 (06.09.2025)
[3] CGA by NIQ OPMS GB Value Sales MAT TY to P09 2025 (06.09.2025)
[4] Birra Moretti Glassware Quant Dec2024
