HEINEKEN UK is rolling out a major campaign for its premium Italian lager brand, Birra Moretti. Live from 29th October, the campaign will be supported by £2.4m investment and includes a TV advert, OOH activations and a limited-edition packaging redesign – making the brand unmissable over the festive season.
As shoppers seek more premium options in the lead up to Christmas, the beer category presents a huge opportunity for retailers, with Birra Moretti driving significant value. In the last four weeks of 2024, the brand’s sales reached £24.5m in the Off-Trade, an uplift of 4.2% compared to the previous year[1] – thanks to the strong appeal of its growing portfolio which now includes Birra Moretti L’Autentica (4.6% ABV), Birra Moretti Sale di Mare (4.8% ABV) and Birra Moretti Zero (0.05% ABV).
Birra Moretti launched its ‘Enjoy Life’s Simple Pleasures’ marketing campaign this summer, highlighting not only its quality credentials as a premium lager, but also its provenance – bringing to life the vibrant sights and sounds of Italian culture. This latest push will see the campaign receive a festive makeover, with assets highlighting the importance of connecting with family and friends over a delicious meal (and beer!) during the festive period.
Across the grocery, wholesale and convenience channels, new festive packaging will be rolled out for 10x330ml, 12x330ml and 18x330ml multipacks of Birra Moretti L’Autentica from 29th October. The packaging will adorn bespoke Birra Moretti snowflakes with a foil finish, increasing stand-out on shelves and enhancing the look and feel for shoppers, whether they are preparing for festive get-togethers or looking to make a gift of the premium beer.
The brand is also introducing a gift with purchase mechanic across its 12x330ml multipacks, offering 15,000 festive baubles in the shape of the iconic Italian ape which will be available in JS Supers – allowing retailers to offer their shoppers additional value, and bringing the occasion to life in stores.
Gemma Sapstead, Senior Brand Manager – Birra Moretti at HEINEKEN UK, comments: “Christmas is one of the biggest trading periods for Birra Moretti and we’re excited to be running our festive campaign for the second year running. This will provide an opportunity for retailers to elevate the brand and drive premiumisation, further encouraging customers to Enjoy Life’s Simple Pleasures this Christmas.”
Birra Moretti has a series of impactful out-of-home activations lined up over the coming months to excite and engage consumers – particularly in London. At Piccadilly Circus, a 4D billboard will feature a QR code, giving passersby the chance to share a gift of Birra Moretti to a loved one. Meanwhile, at Waterloo Station, an experiential installation will invite travellers to take home a bespoke festive ape bauble.
Retailers can find out more about Birra Moretti and how to maximise their beer category sales this Christmas by visiting HEINEKEN UK’s Star Retailer platform at www.starretailer.co.uk/. The Star Retailer scheme is an acclaimed, industry-acknowledged loyalty scheme providing beer and cider category guidance tailored for convenience stores. The scheme encourages the development of a profitable and trending beer and cider range and offers rewards which increase based on their level of participation.
[1] Nielsen Discover (4 weeks to 28/12/2024)
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