Italian beer shows its true colours

Italian lager Birra Moretti has been given a packaging revamp which is said to align the brand’s image globally and highlight the beer’s heritage.

Moretti 33 pack 010

The new packaging, which is currently being rolled out, features a matt circular label and the colours of the Italian flag, which parent firm Heineken said will “communicate Birra Moretti’s values of heritage, tradition and quality” through its “simplistic and premium style”.

David Lette, premium brand director at Heineken, said the world beer category has seen “huge growth” in the last year and that Birra Moretti’s strong performance “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,” said Lette.

Birra Moretti’s packaging revamp follows on from the brand’s ‘Gran Tour’ campaign, a series of pop-up food festivals held across the UK.