Birra Moretti claims to have overtaken Carling to become the biggest selling draught lager in the UK, with its draught sales for the last quarter hitting a market-leading £246.7 million.
Recent market research by CGA found that draught sales of the Heineken-owned Italian lager brand had increased 9.6% compared to the previous year – and concluded that consumers were opting to drink higher quality products in the on-trade, driving growth in revenue despite an overall decline in beer consumption.
Birra Moretti has recently been supported by a multi-million pound nationwide marketing campaign, running across TV, OOH and social media advertising as well as across the on- and off-trade.
Beer brands unit director at Heineken UK, Veronica Sica, said: “The continuing rise in popularity of Birra Moretti reflects the increased importance of great quality experiences, and therefore a willingness to pay more for them.
“Birra Moretti encourages the drinker to live the Italian lifestyle through the ideas it cultivates; enjoying great craftmanship, spending time with friends and enjoying a good meal together.
“As beer drinkers continue to prioritise quality experiences in pubs, bars and restaurants, the value this premium Italian lager offers is clear, which is why it has now overtaken Carling to become the UK’s favourite.”
