HEINEKEN UK has introduced a packaging refresh for premium Italian lager brand, Birra Moretti.
Live from October, Birra Moretti’s limited-edition festive packaging will launch across the grocery, convenience and wholesale channels, incorporating its new, modernised look and feel.
The brand will also be relaunching its gift with purchase mechanic to offer over 70,000 festive baubles to shoppers, in the shape of the iconic Birra Moretti chalice and festive Italian ape, helping retailers to drive incremental sales this Christmas.
Birra Moretti is the UK’s most valuable lager brand and last year it proved the power of its festive association by growing value share +1.1pp during the Christmas period.
As shoppers look to trade up, stocking the festive packaging creates standout on shelf, helping retailers to drive basket spend.
The Moretti famiglia portfolio includes Birra Moretti L’Autentica, Birra Moretti Sale di Mare and Birra Moretti 0.0, a new unfiltered recipe that delivers a fuller flavour and naturally golden haze. This gives shoppers a choice of distinctive flavours alongside a no-alcohol option for Christmas celebrations.
The brand’s limited-edition festive packaging will be available across its 4x330ml, 10x330ml, 12x330ml and 18x330ml multipacks of Birra Moretti L’Autentica. The new design will adorn golden snowflakes and a red bow, increasing stand-out on shelves and enhancing the look and feel for shoppers preparing for festive get togethers, celebrations and parties. Bringing something special to the moments with people that matter most.
Rob Beale, Brand Manager, Birra Moretti, comments: “Christmas is one of the biggest trading periods for the industry, and we’re excited to bring Birra Moretti’s festive packaging and limited-edition festive baubles back to stores this year following last year’s success.
"By elevating the brand during the festive season and keeping it front of mind among shoppers looking to trade up, we’re aiming to help retailers drive sales in store at such a key time.”
Retailers can find out more about how to maximise their beer category sales by visiting HEINEKEN UK’s Star Retailer platform. 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.