Heineken UK is putting fresh investment into its Birra Moretti brand, launching new glassware and a major marketing campaign aimed at cementing its position as the UK’s ‘premium world lager of choice’.
Birra Moretti is already the UK’s number one world lager brand, worth a whopping £1.02bn to UK pubs and bars.
With world lager continuing to shape the lager category as a whole, with a 43% value share, this latest push behind Moretti is intended to help operators maximise the brand’s value and improve customer experience.
The new Birra Moretti chalice has been designed and tested to provide a high quality drinking experience. In its trials, customers described Birra Moretti as the ‘most appealing’ world lager, up by 8% on previous testing, improving on the brand’s already strong base.
Heineken UK marketing manager Grace Daley said: “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.”
The launch of the new glassware follows the multimillion-pound global Birra Moretti marketing campaign earlier this year – ‘Enjoy Life’s Simple Pleasures’.
That multi-platform campaign was projected to reach 99% of UK adults aged 25-44 and is said to have performed ‘incredibly well’.
Consumers will see a continuation of the campaign’s 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’.
Roll-out of the new Birra Moretti chalices is underway. Operators can order the new glassware and find out more by visiting HEINEKEN UK’s eazle® platform at https://www.eazle.co.uk/huk/en/
