The modernised design emphasises Birra Moretti’s Italian roots and includes many of the features of the original to ensure consumers make the association.
Birra Moretti’s UK brand manager, Lucy Henderson, said: “The packaging and label change communicates the superior quality of Birra Moretti in a modern way. The brand has been made with the same passion and dedication for the last 150 years and it was important that its identity continued to recognise this heritage, which has enabled it to become loved by Italians and embraced in the UK.”
The new look Birra Moretti is being introduced to UK trade through Heineken’s UK arm S&NUK this month (July) as 330ml bottles in packs of 24 or 4 and as single 660ml bottles.
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