Over the years, more Italian beers have arrived. Birra Moretti, first introduced to the UK in 2004, has grown to be the UK’s third biggest draught brand by value, according to Heineken’s 2024 ...

The Italian-style lager Birra Moretti has overtaken Carling as Britain's best selling beer for the first time. Sales for the Italian beer have shot up 9.6 per cent compared with the same three ...

Furthermore, the average beer or cider advert has a neutrality level of 48 per cent, while Birra Moretti’s creative was just 35 per cent – reflecting its strong emotional appeal. The creative ...