Italian living bottled in

Birra Moretti looks to celebrate Italy through new campaign and glassware

Four new Birra Moretti glassware have been created as part of Heineken's latest marketing push for the brand.
All four of the glasses depict an Italian vista from across the country

ITALIAN lager beer brand Birra Moretti is seeking to push up premium beer sales with its new limited-edition collectable glassware.

Looking to encourage shoppers to ‘Live Italian’, the new glassware is available as a gift with the purchase of a Birra Moretti pack.

The four glasses feature designs of authentic Italian locations and are available across UK grocery, convenience and wholesale channels.

Aiming to further this Italian ambition, packs and selected POS will also include a QR code which consumers can scan to be taken to an online portal to play games, discover food recipes from Positano, Rome, Tuscany and Siena and win prizes too.

Both the collectable glasses and interactive online portal will support the brand’s multimillion below the line marketing campaign according to Heineken, the firm behind Birra Moretti.

Further to this, Moretti will also push its ‘Live Italian’ messaging with a new Amazon Prime series featuring Jack Whitehall, Maya Jama and Lawrence Dallaglio. The three personalities explore Italian culture throughout the three-part series covering topics like food, music and sport.

Matt Saltzstein, brand unit director at Heineken UK, said: “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’.

“Our collectable regional glassware will help grow relevance with Gen Y audiences while providing a big sales opportunity for stockist UK-wide.”