From December, Heineken Lion Australia will increase the presence of the newly refreshed Birra Moretti brand in the Australian market. Coinciding with the increasing popularity of Italian culture in Australia, Birra Moretti will aim to become the preferred Italian beer amongst drinkers, and will now be available nationally in Dan Murphy's, along with existing selected restaurants and independent bottle shops.

Birra Moretti was first brewed in Udine, Northern Italy in 1859 and remains fully imported from Italy. The lager combines the highest quality raw materials, along with a special blend of hops, to intensify the slight bitter flavour of Birra Moretti. The beer's golden colour highlights the quality of malt used in this low-fermented lager.

With an alcohol content of 4.6%, Birra Moretti is ideal to enjoy in the warmer months and is the perfect match for many authentic Italian dishes.

Heineken Lion Brand Manager, Amanda Horne, believes the authenticity of the brand is what will resonate most strongly with Australians.

"Australians love experiencing Italian culture through dining at Italian restaurants and cafes, as well as cooking Italian themed dishes at home. Birra Moretti is the authentic Italian beer that is the perfect enhancer to any Italian inspired meal or experience.

"Birra Moretti is still brewed in a town just outside of Milan in Italy, and with it being the most popular beer in Italy we believe it's the most authentic Italian beer available in the Australian market. We're confident that as drinkers continue to expand their taste profile, Birra Moretti will become their Italian lager of choice," concluded Horne.

To help drive consumer awareness and demand for the Italian lager, Birra Moretti will soon be launching the More Italian smartphone app which will allow Melbourne and Sydney locals to see the two cities through Italian eyes.

Birra Moretti is available nationally in 330ml bottles, six packs and cartons in Dan Murphy's stores nationally, in 1st Choice stores in Victoria and selected other bottle shops and restaurants.

ENDS

Notes to the editor:

The story behind the label

The quality of Birra Moretti beer is guaranteed by the Man on the Label, the moustached drinker who is the symbol of the Birra Moretti brand. This moustached gentleman has an unusual history... In 1942, Birra Moretti had already been a popular drink all over Friuli, Italy, for over 80 years. One day, Commander Lao Menazzi Moretti saw a pleasant-looking old man with a moustache sitting at a little table in the Boschetti di Tricesimo inn (Udine).

He was just the kind of character Moretti had been looking for to represent the qualities and character of his beer: wholesome, traditional and authentic.

Commander Moretti didn't let him get away. He went up to him and asked the man if he could photograph him and also asked him what he would like in return. "Cal mi dedi di bevi, mi baste" - answered the man in Friuli dialect, which means "Get me a drink, that'll do."

The photographs were taken and were used after the turbulent times caused by the war, when they were handed over to Professor Segala, a famous poster artist of the time.

Segala, following Commander Moretti's descriptions of the original colours (the photographs were, of course, in black and white), created an advertising billboard which was used for years, wherever Birra Moretti was sold. This billboard gave rise to the now-famous Birra Moretti label.

For more information: Asha Burns on aburns@hillandknowlton.com.au / 02 9286 1243 / 0401 348 060 Tina Alldis on talldis@hillandknowlton.com.au / 02 9286 1261 / 0402 353 432