HEINEKEN UK has launched a new premium glass for Birra Moretti as part of a multimillion-pound marketing campaign designed to strengthen the brand’s position in the World Lager category in the lead-up to Christmas.
The Italian-designed chalice follows what has already been a standout year for the brand, which is now valued at £1.02bn in the UK on-trade and holds the top spot as the UK’s number one World Lager. The new glassware was developed following consumer testing, which showed Birra Moretti scoring highest in appeal across the category and achieving an 8% uplift compared to previous tests.
With World Lager now accounting for 43% of total lager value sales, HEINEKEN UK is aiming to reinforce Birra Moretti’s premium positioning, supporting operators in driving margin and improving the customer drinking experience.
Designed in Italy, the new glass features a grain-style embossment reflecting both the brand’s ingredients and the Italian landscape, while the stem is inscribed with ‘DAL 1859’—a reference to Birra Moretti’s 160-year brewing history.
The launch ties in with the brand’s global campaign, Enjoy Life’s Simple Pleasures, which began in the summer and will continue throughout the festive period. Running across TV, on-demand and social media, the campaign highlights Birra Moretti’s Italian provenance and encourages consumers to enjoy good food, great company, and a well-crafted beer.
Grace Daley, Birra Moretti Marketing Manager at HEINEKEN UK, 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.”