UK: Birra Moretti overtakes Carling to become UK’s best-selling draught beer
Italian lager Birra Moretti has overtaken Carling to become the best-selling draught lager in the UK, according to recent research from CGA which shows that draught sales of Birra Moretti have grown over the last quarter, increasing 9.6%1 compared to the previous year, DRAM Scotland reported on August 13.
Total sales for this period hit £246.7m making the premium Italian lager the UK’s best-selling draught lager brand, taking the top spot from Carling.
HEINEKEN say that premiumisation is continuing to drive significant growth in on-trade revenue, with consumers opting to drink higher-quality products such as Birra Moretti in venues despite an overall decline in beer consumption.
Birra Moretti, which has recently been supported with a multimillion pound nationwide marketing campaign across the on- and off-trade, has also recently launched Birra Moretti Sale di Mare, an unfiltered premium lager which they say continues to grow, “resulting in soaring sales”.
Veronica Sica, Beer Brands Unit Director at HEINEKEN UK, said, “The continuing rise in popularity of Birra Moretti reflects the increased importance of great quality experiences, and therefore a willingness to pay more for them. Birra Moretti encourages the drinker to live the Italian lifestyle through the ideas it cultivates; enjoying great craftmanship, spending time with friends and enjoying a good meal together. As beer drinkers continue to prioritise quality experiences in pubs, bars and restaurants, the value this premium Italian lager offers is clear, which is why it has now overtaken Carling to become the UK’s favourite”.
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