How much is the UK beer category worth?
The UK beer category is worth £5.7bn in total1, and of this overall figure, grocery accounts for £4.3bn1 of sales. This highlights the opportunity for retailers to drive beer sales by prioritising stock of beer in their range.
Is the market in growth and what is driving that growth?
Sales of beer saw a slight increase in the UK compared to the previous year, and HEINEKEN UK delivered £10.5m1 of this growth to the beer category in 2025, representing a value growth of +0.2%1. From a segment point of view, we are seeing growing numbers of consumers exploring new styles of beer, such as World Lager, which has seen a value increase of 4.1%1. Within this segment, Birra Moretti L’Autentica and Sale Di Mare offer consumers premium options which suit those trading up periods and offer shoppers a broader range of flavour profiles within this.
We’re also seeing an ongoing demand for low- and no-options as consumers look to moderate their alcohol intake. Birra Moretti 0.0, our non-alcoholic alternative to Birra Moretti L’Autentica, offers shoppers a quality option and continues to fuel that category growth.
What are the key beer formats and pack sizes?
Each of our variants within the Birra Moretti portfolio is available in a range of pack formats designed to suit different drinking occasions. From single bottles to mid and large size multipacks, having the right mix on shelf helps retailers meet the needs of shoppers whether they’re entertaining, visiting friends or looking for something chilled to enjoy on the go.
Multipacks continue to play an important role for social occasions such as gatherings, dinner with friends, BBQs and major sporting events like the FIFA World Cup 2026. Mid to large size formats, including Birra Moretti L’Autentica in 12x330ml, ensure shoppers can easily stock up for hosting moments.
For more immediate consumption occasions, single and larger single formats offer convenient options. Our 660ml bottles of Birra Moretti L’Autentica and Sale di Mare are ideal for taking to a friend’s house or enjoying with a meal, while our 4x440ml packs provide a great chilled option for on the go moments.
Retailers can maximise their Birra Moretti range by stocking larger multipacks for planned entertaining, and smaller, chilled formats in the fridge to capture spontaneous purchases.
What share does Birra Moretti have of the total beer category?
The Birra Moretti portfolio is now worth 4.0%1 of the total beer category. Growth of the brand has been supported by Birra Moretti Sale Di Mare since its launch in 2024, a medium-bodied premium lager made with a hint of sea salt, which now commands a 0.3%1 share of the total beer category.
How is Birra Moretti performing?
Birra Moretti is the No 1 World Lager in Total Trade2 and its support in the World Lager segment has seen it grow in value share over the last year, demonstrating the increasing consumer appetite for premium world beers. The segment continues to expand as shoppers increasingly want to trade up to premium and Birra Moretti is well positioned to capture further growth and drive value for retailers.
Who are the brand’s target consumers?
We have noticed that more customers are keen to explore new styles of beer, including a growing interest in World Lagers, such as Birra Moretti, which saw a value growth of 3.6%1 in 2025. Being a premium brand, we want to encourage consumers to trade up to something special, whether that’s for a certain occasion or as a treat.
With the rising demand for low- and no- options, we want to make sure we are reaching consumers by offering a credible and flavourful option with Birra Moretti 0.0.
Does the brand have any NPD coming up?
We’re always thinking about how we can further develop the Birra Moretti brand, ensuring we continue to cater to growing trends and engage shoppers across different segments of the category. Recent NPD, including the introduction of Birra Moretti Sale di Mare, has helped broaden our premium offering, and we’ll continue to support the portfolio with seasonal and partnership led activity from food collaborations such as Crosta Mollica to festive moments further in the year, keeping the brand front of mind for shoppers.
What marketing activities will be supporting the brand?
Birra Moretti’s ‘Enjoy Life’s Simple Pleasures’ campaign continues to amplify its place as a credible premium option in the category. The campaign celebrates the brand’s Italian heritage and savouring those everyday moments, from sharing good food and spending time with loved ones, reinforcing Birra Moretti as the perfect accompaniment. Since launching this last year, we have optimised visibility for the brand through TV, VOD, social media and grocery partnerships, ensuring the campaign remains front of mind for shoppers throughout the year.
How do you work with retailers to grow sales?
We’re committed to supporting retailers by ensuring they have a good stock of our full portfolio across a range of pack sizes to cater to every consumer moment. Alongside recent innovation, including the launch of Birra Moretti Sale di Mare, we continue to look at new opportunities to innovate and invest in partnerships and activity, whether through seasonal activations, cross category collaborations or tailored in store visibility that helps drive sales.
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