Birra Moretti encourages shoppers to ‘Live Italian’

Premium lager beer brand Birra Moretti is encouraging shoppers to “Live Italian” with the launch of limited-edition collectable glassware. Seeking to offer shoppers the chance to have a taste of the Italian lifestyle, the four designs celebrate the beauty of authentic Italian locations. Keeping it simple, the glassware is available as a gift with the purchase of a Birra Moretti pack from March 2023.

Helping to drive premium beer sales for retailers and encourage trade up, each glassware box and selected POS will feature a QR code. Shoppers can scan the code and be transported to an AR immersive experience. The portal will allow users to play games and discover food recipes from Positano, Rome, rural Tuscany and Siena. It will also allow consumers the chance to win prizes.

“We want to leverage the success of recent years and help our audience to continue to enjoy, understand, relate to and experience life’s simple pleasures by showing consumers what it really means to ‘Live Italian’,” said Matt Saltzstein, Brand Unit Director at Heineken UK. “Our collectable regional glassware will help grow relevance with GEN Y audiences while providing a big sales opportunity for stockists UK-wide.”

Cementing Birra Moretti’s reputation as the authentic Italian beer, the collectable glasses and interactive online portal will also support the brand’s multimillion pound BTL campaign. As part of this, Birra Moretti will bring “Live Italian” to life throughout the year with its biggest brand ATL investment to date, starting with a three-part series that will be available on Amazon Prime Video this month. Each episode follows Jack Whitehall, Maya Jama, and Lawrence Dallaglio as they explore Italian culture and discover what it truly means to slow down, enjoy life’s simple pleasures and really ‘Live Italian’. Birra Moretti will also advertise across TV, cinema, social and OOH from April 2023, encouraging consumers to find packs in store.

The four glasses are now available to collect across UK convenience and wholesale channels to those shoppers purchasing selected SKU’s in store as a gift with purchase activation.