Birra Moretti, an Italian beer brand owned by Dutch brewing giant Heineken, has made significant strides in the UK market, overtaken Carling as the best-selling draught lager in Britain. First introduced to the UK in 2004, Birra Moretti has seen a remarkable surge in popularity, with draught sales growing by 9.6% in the last quarter compared to the previous year. This growth has propelled the brand's total sales for the period to GBP 246.7 million (USD 326m), according to data analysts CGA.
The rise of Birra Moretti in the UK is part of a broader trend of increasing demand for Mediterranean lagers. These products are synonymous with zest for life for many consumers because they are associated with holidays, sun, beach, and sea, much like Mexican lagers in the United States.
Veronica Sica, Heineken UK's beer brands unit director, noted that "Mediterranean lagers, particularly those from Italy and Spain, have been a huge success story in the on-trade." She attributes this growth to a shift in consumer preferences towards new, exciting, and high-quality brands, as well as a broader trend of "drinking less but better," which aligns with the premiumization of the beer category.
To capitalize on this momentum, Heineken has invested heavily in a high-impact, multimillion-pound marketing campaign for Birra Moretti. The campaign includes television, outdoor, and social media advertising, ensuring the brand's strong presence in both on-trade and off-trade channels.
Additionally, Heineken has introduced a new variant, Birra Moretti Sale di Mare, an unfiltered premium lager with a hint of Italian sea salt, tapping into the trend of enhancing beer flavors with unique ingredients.
The success of Birra Moretti in the UK comes despite competitive pressures from other major players. For instance, Molson Coors, owner of Carling, invested GBP 10 million (USD 13.2m) in its Tadcaster brewery to bolster its beer portfolio (inside.beer, 10.10.2023). However, despite this investment, Birra Moretti continues to outperform, capturing the attention and taste buds of British consumers.
Birra Moretti's rise in the UK underscores a significant shift in the beer landscape, where Italian lagers, once overshadowed by the country's reputation for wine, are now becoming a favorite among British consumers. This success story reflects changing tastes and preferences, highlighting the potential for continued growth and expansion in the UK market.
While Birra Moretti flourishes, Heineken faced a setback with its recent half-year financial results. The company reported lower-than-expected operating profit and beer sales, leading to a 10% drop in its share price. However, Heineken remains focused on leveraging the success of brands like Birra Moretti to navigate these challenges. The company reported a modest 2.1% growth in beer sales, slightly below the expected 3.4%, and an operating profit growth of 12.5%, which fell short of the forecasted 13.2%.
