Birra Moretti drives premiumisation of the alcohol-free category with its launch of Birra Moretti Zero

Birra Moretti, the UK’s fastest growing beer brand[1], has announced the launch of an alcohol-free offering – Birra Moretti Zero. Targeting affluent millennials, the launch aims to drive premiumisation of the no, low and gluten-free alcohol category, which is in +21% growth[2] and showing no signs of slowing, now worth +£64m to the off-trade.[3]

Hitting shelves from March 2019, the introduction of Birra Moretti Zero also seeks to expand the appeal of alcohol-free options within meal led occasions via the brand’s perfect pairing with food initiative. It’s a move set to catapult Birra Moretti to even greater success this year, with the launch supported via extensive digital advertising as part of a wider multimillion investment.

As the latest alcohol-free offering from HEINEKEN UK, Birra Moretti Zero follows in the footsteps of the hugely successful Heineken 0.0 and Old Mout Alcohol-Free, reinforcing the company’s commitment to developing the category and its mission to deliver the UK’s leading alcohol free portfolio to retailers and shoppers.

Izabela Glodek, Premium Brands Director at HEINEKEN UK, says: “We have big ambitions for the Birra Moretti brand and are confident that the upcoming launch of Birra Moretti Zero will only help strengthen our proposition in meeting these ambitions for 2019 and beyond.”

[1] Nielsen, MAT Sales Value, WE 01.12.18

[2] Nielsen, MAT Total Coverage Sales Value Data to 01.12.2018

[3] Ibid