By Annette Shailer
Heineken Lion Australia is set to increase the presence of the newly-refreshed Birra Moretti brand in the Australian market this month with the aim to become the preferred Italian beer among drinkers.
Coinciding with the increasing popularity of Italian culture in Australia, Birra Moretti will now be available nationally in Dan Murphy’s, along with existing selected restaurants and independent bottle shops.
Birra Moretti was first brewed in Udine, Northern Italy in 1859 and remains fully imported from Italy. The lager combines quality raw materials, along with a special blend of hops, to intensify the slight bitter flavour of Birra Moretti.
Heineken Lion Brand Manager, Amanda Horne, said that the authenticity of the brand is what will resonate most strongly with Australians.
“Australians love experiencing Italian culture through dining at Italian restaurants and cafes, as well as cooking Italian-themed dishes at home. Birra Moretti is the authentic Italian beer that is the perfect enhancer to any Italian inspired meal or experience,” she said.
“Birra Moretti is still brewed in a town just outside of Milan in Italy, and with it being the most popular beer in Italy we believe it’s the most authentic Italian beer available in the Australian market. We’re confident that as drinkers continue to expand their taste profile, Birra Moretti will become their Italian lager of choice.”
To help drive consumer awareness and demand for the Italian lager, Birra Moretti will be launching the More Italian smartphone application, which will allow Melbourne and Sydney locals to see the two cities through Italian eyes.