Birra Moretti Launches First Ever Complimentary-Pint Giveaway To Drive Customers Into Pubs Mid-Week

Birra Moretti is using the pull of complimentary pints and encouraging people to connect with friends in the pub. To attract more consumers into venues during the week, Birra Moretti is inviting them to create memorable moments with a premium, Italian lager on the house. The activation has been developed to drive footfall and sales nationwide.

The initiative, which is free for venues, will run between Monday and Thursday every week throughout March. It will encourage consumers to visit pubs when they are typically quieter to make memories with friends. Birra Moretti stockists can sign up here by 15th February 2023 to take part. There is minimal staff input needed, with supporting POS available from 20th February. All pints claimed will be refunded weekly by HEINEKEN UK.

Richard Barnes, Beer Brands Marketing Manager at HEINEKEN UK comments: “With the cost of living rising, our ‘Mid-week Moretti activation’ aims to still encourage consumers to trade-up and enjoy a pint of the UK’s most valuable premium continental lager1. We hope to also drive footfall into pubs during quieter periods, aiding ROS for our customers and by offering consumers a complimentary pint we create an opportunity for them to get together and enjoy each other's company over a Birra Moretti”.

The Heineken® Beer Report 2022 identified that premium lager on-trade sales values grew by 5.7% year-on-year in 2021[1]. Consumers are identifying continental lager as leading the premium lager category[2], with drinkers selecting trusted and recognised brands that give reassurances on quality and taste. Premium continental lagers have also seen incredible growth – with Birra Moretti value sales growing +109% year-on-year to £516M[3], making it the UK’s most valuable premium continental lager.

To take part in the free pint giveaway, visit: https://www.customers.heineken.com/birra-moretti

[1] CGA Strategy 1st Jan 2022 [2] Light & Smyth, Beer & Cider Category Segmentation Consumer Survey (1051 consumers), June 2021 - Base: regular (monthly+) Mainstream and/or Premium lager drinkers (347) [3] CGA Strategy 1st Jan 2022