Packaging refresh takes Birra Moretti back to its roots

29th July 2015

Birra Moretti is unveiling brand new packaging this summer as part of a wider brand refresh, set to launch nationwide in July.

Designed to convey the brand’s authentic Italian roots, the new packaging uses a matt circular label and the colours of the Italian flag to communicate Birra Moretti’s values of heritage, tradition and quality in a simplistic and premium style.

The refreshed packaging launches as part of wider activity to further increase visibility of Birra Moretti and align the brand image globally.

Birra Moretti has experienced exponential growth in both the on and off trade in the last year, performing at more than twice the World Beer category average, with value up 29.7% and volume increasing by 29.2%[1].

David Lette, Premium Brand Director at HEINEKEN says: “The World Beer category has seen huge growth in the last year which shows the changing tastes of consumers, and Birra Moretti’s exceptional performance within this is a testament to its commitment to quality and the use of the traditional recipe in the brewing process.

“The new packaging showcases what we are most proud of, the beer’s deep-rooted Italian heritage, in an authentic yet stylish design that showcases the product’s premium nature and which will increase visibility and drive sales further.”

Also taking place this summer is the ‘Birra Moretti Gran Tour’, a series of pop-up food festivals across the UK, following on from last year’s success. The festival highlights Birra Moretti’s unique flavour that perfectly complements Italian food and reached 20 million consumers in 2014.

The new packaging will roll out from July 2015.


For further press information, please contact:

HEINEKEN team at Publicasity on 020 3680 6500 /