Birra Moretti's Gran Tour a Grand Success

Now the fastest growing alcohol brand in the UK[1], Birra Moretti is proud to have contributed over £85m[2] growth to the On-Trade this year. The brand is worth over £157m[3] in the On-Trade and is expected to continue its impressive growth into 2018, making it a must-stock for licensees.

This summer, Birra Moretti once again hosted its Gran Tour street food festival, celebrating Italian Food and Drink across the UK. For the first time, the tour partnered with festivals across the country and the brand appeared at Barclaycard British Summer Time in Hyde Park, The Big Feastival, Festival No. 6, Good Wood Revival, Cheltenham Jazz Festival and Summer Nights. Visitors to these fantastic festivals were able to enjoy great quality beer from a standout Birra Moretti bar experience.

Across the six events 650,000 people had the opportunity to enjoy a perfectly served pint of Birra Moretti, while having an amazing experience and some delicious street food. The brand served 224,000 pints across the six events, meaning fantastic exposure for this increasingly popular brand.

Mark Noble, Senior Brand Manager for Birra Moretti at HEINEKEN, explained: “By aligning the Gran Tour with these premium festivals, we’re raising awareness of the brand and cementing the association with quality Italian food and great experiences. It’s an exciting time for Birra Moretti, as it has become the fastest growing alcohol brand in the UK On-Trade[4]. Our advice is to stock Birra Moretti alongside a Classic Lager brand, to encourage your customers to trade up as this means you can charge a 40% premium for a pint[5]. If you’re interested in finding out more about stocking Birra Moretti in your outlet, do get in touch with your local sales rep or call 03458 787071.”

[1] CGA OPMS MAT value sales to 12/08/17

[2] CGA P10 2017

[3] CGA OPMS Data 07/10/17, MAT TY

[4] CGA OPMS MAT value sales to 12/08/17

[5] CGA OPMS Data 07/10/17, MAT TY