Ubevco to drive Birra Moretti into UK pubs and bars
Heineken has teamed up with beer specialist Ubevco to drive Italy's No.2 beer into bars, pubs and hotels across the UK.
Following on from the release of the new premium Heineken and Amstel last year, the Dutch brewer is looking to further strengthen its hand in the growing speciality beer market with the Italian lager, 4.6 per cent ABV.
Birra Moretti is a leading player in a static Italian beer market, which boasts over 500 different brands. It commands sales of more than 22 million cases and sits between Nastro Azzuro and Peroni. It has a close association with Inter Milan and Juventus football clubs.
Heineken has recruited Ubevco to help distribute the brand beyond its traditional pizza restaurant base and concentrate on premium outlets looking for an alternative to mainstream lager brands.
Philip Parker, marketing director for Ubevco, said: "We've grown by more than 30 per cent this year and this addition represents an excellent opportunity and another non-competitive dimension to our portfolio.
It's the brand in Italy that is powering ahead in the market and its heritage values are immense. Italians regard it as the Rolls-Royce of beers.
"There are hundreds of Italian restaurants that we're going to target but we think there's a massive opportunity in the on-trade where pubs and bars are looking for brands with heritage and genuine imported credentials."
Birra Moretti, which will be available in both draught and bottled versions, will join Pilsner Urquell, Tiger and Sol in Ubevco's increasingly expanding portfolio.
The imported speciality beer sector is the fastest growing sector in the UK beer market and according to Mintel, 10 per cent of drinkers look for lagers with authentic heritage.
Heineken predicts that if the market follows predicted growth patterns, by 2007 these drinkers will be worth more than £1.25bn.
To assist with the launch, Heineken has enhanced the packaging of the bottled product and introduced a special patented "David" dispenser system designed for outlets where regular draught is unsuitable or where throughput is low.
