UK: Heineken launches Birra Moretti made with a hint of sea salt

Birra-Moretti-Sale-di-Mare (4.8% ABV) is rolling out across the grocery, wholesale and convenience channels in multipacks of 4x330ml (RRP: £7) and a single 660ml bottle.

With demand rising for continental lagers in the UK, Sale di Mare is said to be positioned to help retailers make the most of this trend. Offering an unfiltered, medium-bodied premium lager made with a hint of sea salt harvested from Sicily, Sale di Mare translates as ‘salt of the sea’.

The launch will be supported by a multi-million-pound nationwide marketing campaign, launching on TV in April, as well as glassware gift with purchase mechanic for the multipack format. Packaging will also include a game accessible via QR code to offer consumers the opportunity to win prizes and access food and beer pairing inspiration.

Richard Barnes, Marketing Manager, commented: “Research identified an opportunity to offer curious drinkers seeking more flavourful and interesting taste profiles, with an accessible premium twist, and Birra Moretti Sale di Mare speaks perfectly to this.

“We know that Birra Moretti is a well-loved brand synonymous with quality, and we are excited to encourage more beer discovery with the launch of Sale di Mare. The hint of sea salt, paired with the unfiltered lager, creates a more full-bodied and intriguing flavour profile while providing incredible refreshment. Not only great as a stand-alone beer, but also paired with food.”

Alexander Wilson, Category & Commercial Strategy Director, added: “With demand rising for continental lagers in the UK, Birra Moretti Sale di Mare is positioned to help retailers make the most of this trend and we are launching two trial driving formats that offer accessible price points for shoppers.”