Birra Moretti serves up glassware promotion

Birra Moretti is encouraging shoppers to ‘Live Italian’ with the launch of limited-edition collectable glassware. The four designs are available as a gift with the purchase of a Birra Moretti pack from March 2023.

Helping to drive premium beer sales for retailers and encourage trade up, each glassware box and selected POS will feature a QR code. Shoppers can scan the code and be transported to an AR immersive experience. The portal will allow users to play games and discover food recipes from Positano, Rome, rural Tuscany and Siena. It will also allow consumers the chance to win prizes.

The four glasses will be available to collect across UK grocery, convenience and wholesale channels to those shoppers purchasing selected SKUs in store as a gift with purchase activation from March 2023.

The collectable glasses and interactive online portal will also support the brand’s multimillion pound BTL campaign. As part of this, Birra Moretti will bring ‘Live Italian’ to life throughout the year with its biggest brand ATL investment to date, starting with a three-part series that will be available on Amazon Prime Video this month. Each episode follows Jack Whitehall, Maya Jama, and Lawrence Dallaglio as they explore Italian culture. Birra Moretti will also advertise across TV, cinema, social and OOH from April 2023, encouraging consumers to find packs in store.

Matt Saltzstein, brand unit director at Heineken UK said: “We want to leverage the success of recent years and help our audience to continue to enjoy, understand, relate to and experience life’s simple pleasures by showing consumers what it really means to ‘Live Italian’. Our collectable regional glassware will help grow relevance with GEN Y audiences while providing a big sales opportunity for stockists UK-wide.”