Birra Moretti were about to be dropped from Heineken’s portfolio. We created a space where their authentic Italian heritage could shine. And in doing so, we helped save a great beer from the brink of obsolescence.
Birra Moretti was unable to separate itself from the pack. In fact, Heineken was close to delisting them. We needed to find a space where this Italian icon could thrive.
Birra Moretti’s Italian heritage really stood out to us. While competitor beers like Peroni were focused on fashion and class, we wanted to tell a tale of authenticity. We focused on the most appealing aspects of Italian life: the food, the people and of course, the great beer.
Why talk about bringing people together, when we could just bring people together? With the hope of turning Brits into Italians, even just for one meal, we set to work. With great food and beer laid out, our motto was simple: Great beer. Great food. Great company.
The positioning we devised tripled volume sales in three years (from 23k to 73k hectolitres) and went on to deliver 629k hectolitres in 2018. That’s an uplift of 2,734%. We turned a zero into a hero of the Heineken portfolio.