Heineken UK is investing £2.4m in a Christmas marketing push for its premium Italian lager brand, Birra Moretti, aimed at driving visibility and sales during one of the busiest trading periods of the year.
The campaign, which goes live on 29 October, includes a new TV advert, out-of-home activations, and limited-edition festive packaging across grocery, wholesale and convenience channels.
Multipacks of Birra Moretti L’Autentica in 10x330ml, 12x330ml and 18x330ml formats will feature bespoke snowflake designs with a foil finish to enhance shelf standout.
Gemma Sapstead, Senior Brand Manager at Heineken UK, said: “Christmas is one of the biggest trading periods for Birra Moretti and we’re excited to be running our festive campaign for the second year running. This will provide an opportunity for retailers to elevate the brand and drive premiumisation, further encouraging customers to ‘Enjoy Life’s Simple Pleasures’ this Christmas.”
The push builds on Birra Moretti’s strong performance last year, when off-trade sales reached £24.5m in the final four weeks of 2024, up 4.2% year on year.
