Birra Moretti Makes the Most of Summer with Festival Sponsorship
This summer, Birra Moretti was once again the official partner of Summer Nights at the Kelvingrove Bandstand. With a stunning line-up of entertainment on throughout the two-week festival, visitors were able to enjoy great quality beer and cider from HEINEKEN, with a standout Birra Moretti bar experience.
Gerry White, from Regular Music, said: “Summer Nights is the Bandstand’s Flagship event of the year. There’s fourteen consecutive nights every August, with sell out shows. This year featured artists including Tom Jones, Texas, Brian Wilson, The Pixies and Hipsway, playing in the heart of Glasgow’s West End. It was important to us that this high profile premier event had a premium beer partner and in Birra Moretti we’ve found the perfect fit.”
The brand, which is in fantastic growth in Scotland (+ 91% value and 99% volume MAT YoY1), served 31,680 pints across the festival. All 30,000 visitors to the Kelvingrove Bandstand were able to enjoy a perfectly served pint of Birra Moretti, while having an amazing experience and some delicious street food.
HEINEKEN used the brand’s sponsorship to support customers in the local area, focusing on driving footfall into outlet and helping to increase volume sales through competition and event activations. Colin Barr, creator at Bierhalle, commented: “Ahead of the Summer Nights festival, we worked closely with HEINEKEN, and specifically the Birra Moretti team, to run a competition for our customers to win tickets for the opening show to see Texas perform. We also installed a Birra Moretti mobile bar in the outdoor terrace, which allowed us to serve extra cold pints of Birra Moretti from a secondary bar. The results were fantastic – with over 700 pints of Birra Moretti sold in a few hours – and brilliant feedback from our customers who all enjoyed a great pint. All the support from HEINEKEN and Birra Moretti has been wonderful, helping me drive my business forward and bringing something new to my customers. I look forward to working with them closely in the future.”
John Hutchison, Regional Sales Director West and Central Scotland at HEINEKEN, explained: “Summer Nights is fast becoming a West End institution and we are honoured that Birra Moretti is heavily involved with Summer Nights at the festival, as it allows us to delight consumers over 14 nights with perfectly served Birra Moretti. The festival also allows us to engage heavily with our On-Trade customers and consumers, offering VIP experiences for shows that sell out in minutes.
“Through festival sponsorships such as this, we are raising awareness of the brand in Scotland and seeing fantastic results with both volume and value growth. Last year, Birra Moretti added 2.6KhL to the Scottish On-Trade2, far outperforming its closest competitor. Our advice is to stock Birra Moretti alongside a Classic Lager brand, to encourage your customers to trade up. Trading customers up from Classic Lager to Birra Moretti means you can charge a 32% premium for a pint3. If you’re interested in finding out more about stocking Birra Moretti in your outlet, do get in touch with your local sales rep or call 03458 787071.”
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