Where did the Bierra Moretti trend come from?

hatrickpatrick

A few years ago I'd never heard of this beer, now it's showing up on tap all over the place - even in pubs which have fairly little by way of choice outside the standard draughts - and a lot of my friends are explicitly ordering it as their beer of choice since last Autumn.

I wondered if it might be a recent invention, but according to Wikipedia it was founded in 1994 and bought by Heineken in 2015, so nothing to explain a sudden 2019 surge in popularity - was there a big marketing push or something along those lines?

Nothing against it or anything, just surprised as breaking into the mainstream seems to be exceptionally difficult in Ireland for a beer, and Bierra Moretti seems to be managing it without a noticeable marketing or PR drive.

smelly sock

hatrickpatrick wrote: »

A few years ago I'd never heard of this beer, now it's showing up on tap all over the place - even in pubs which have fairly little by way of choice outside the standard draughts - and a lot of my friends are explicitly ordering it as their beer of choice since last Autumn.

I wondered if it might be a recent invention, but according to Wikipedia it was founded in 1994 and bought by Heineken in 2015, so nothing to explain a sudden 2019 surge in popularity - was there a big marketing push or something along those lines?

Nothing against it or anything, just surprised as breaking into the mainstream seems to be exceptionally difficult in Ireland for a beer, and Bierra Moretti seems to be managing it without a noticeable marketing or PR drive.

Its nice. Nicer than that peroni piss.

dan1895

It's the nicest of the non craft beers in my opinion. Also if they are now under the Heineken umbrella they will have access to more bars/markets.

rubadub

hatrickpatrick wrote: »

was there a big marketing push or something along those lines?

yes, that's all there is to it really.

NickNickleby

smelly sock wrote: »

Its nice. Nicer than that peroni piss.

Funnily enough, I drank Peroni in Italy, as I didn't want to drink Heineken etc. Then one day I tried Moretti, and I have to say I loved it. But it wasn't as easily available as Peroni. My friend LOVES Peroni, and hates Moretti.

Must watch out for it on tap, I often prefer draught to bottled.

CalamariFritti

It's quite nice. I like Peroni, too. Not sure how anyone can call Peroni piss tbh. I always associated beers that someone would call piss with bland nondescript beers like Coors or Bud, not exactly Peroni. Nice, hoppy and crisp, if anything a bit strong on all those things. But I prefer Moretti and I think the more the merrier.

Marcusm

smelly sock wrote: »

Its nice. Nicer than that peroni piss.

By which you mean Nastro Azzurro I expect rather than Peroni Gran Reserva or any of the other Peroni beers.

Zaph

Moretti is simply benefitting from the Heineken ownership in the same way that you see Lagunitas IPA on draught in quite a few pubs in Dublin these days. Can't say I've ever been too keen on it myself. The one mainstream Italian lager I wouldn't mind seeing here is the red label Peroni. Afaik it's just their bog-standard lager as opposed to the "premium" Nastro Azzurro, but it's a lot tastier imo.

L1011

I believe Heineken Ireland are losing the Coors marketing setup (as Molson scale up in Ireland themselves) at some stage soon enough; so they may be doing this push to retain tap space. However I could have been grossly misinformed!

lawrencesummers

Is it gluten free? I know one of them Italian brands is

irish_goat

lawrencesummers wrote: »

Is it gluten free? I know one of them Italian brands is

Peroni has a gluten free version of Nastro Azzuro. Don't think it's on draught anywhere though.

Hotblack Desiato

hatrickpatrick wrote: »

I wondered if it might be a recent invention, but according to Wikipedia it was founded in 1994 and bought by Heineken in 2015

"Birra Moretti is an Italian brewing company, founded in Udine in 1859 by Luigi Moretti.[1] In 1996 the company was acquired by Heineken International."