Heineken launches Birra Moretti with a hint of salt

The 4.8% ABV unfiltered lager is rolling out across the grocery, wholesale and convenience stores.

Speaking about its launch and the beer giant’s move in this direction, Heineken’s marketing manager Richard Barnes explained that the move was strategic and “to encourage more beer discovery” and said that “the hint of sea salt, paired with the unfiltered lager, creates a more full-bodied and intriguing flavour profile while providing incredible refreshment”.

Barnes explained: “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.”

Birra Moretti Sale di Mare is being positioned to take advantage of the rise in demand for continental lagers in the UK and Heineken has hinted that the beer is suitable for gastronomy.

The beer will be introduced in both single bottles as well as multipacks and Heineken is “launching two trial driving formats that offer accessible price points for shoppers”.

The Dutch beer company also confirmed that the beer is a “medium-bodied premium lager made with a hint of sea salt harvested from Sicily” and noted that “Sale di Mare translates as ‘salt of the sea’”.

Packaging will include a game accessible via QR code which will additionally give consumers the chance to win prizes when buying as well as access food and beer pairing inspiration.

Heineken has confirmed that Birra Moretti Sale di Mare will be available in the off-trade in multipacks containing 330ml bottles retailing at £7 per pack of four. The beer will also be available to buy in single 660ml bottles.

The launch will be supported by a multi-million-pound nationwide marketing campaign, launching on TV in April

The Drinks Business