Birra Moretti launches salty Sale Di Mare in on-trade

Heineken has announced that Birra Moretti is launching its unfiltered lager, Sale Di Mare, within the UK on trade. Heineken say that with value growth of continental lagers up 22% in the past year, “Sale di Mare is positioned to help operators tap into this trend and drive sales.”

Meaning “salt from the sea”, and coming in at 4.8% ABV, it is made with a hint of Italian sea salt.  The unfiltered, medium-bodied premium lager is available on draught and in bottles now.

Will Rice, HEINEKEN UK On-Trade Director  says, “Research identified an opportunity to offer curious drinkers seeking more flavourful and interesting taste profiles, an accessible premium twis, whilst staying true to Birra Moretti’s Italian heritage.”

Brewed in the UK Birra Moretti is the leading Italian style lager brand. The new Sale Di Mare can, say Heineken, help operators capitalise on the popularity of Italian style lagers and meet rising consumer demand for bolder flavours and provide them with the opportunity to further premiumise their offering.

The launch is being supported by a multi-million-pound nationwide marketing campaign along with bespoke glassware and point of sale.

 

Category: Bar & Pub, Beer, News
Tags: Birra Moretti, continental lager, heineken, Sale Di Mare, Will Rice