Birra Moretti Sale di Mare has been launched by Heineken UK as a premium lager perfect for curious drinkers to try out that maintains a familiar profile with a touch of unexpected saltiness.
The beer is an unfiltered, medium-bodied lager that's infused with a touch of Sicilian sea salt to provide a touch of saltiness to every sip. The result is a crisp, refreshing beer perfect for enjoyment in the warm weather months. The beer will be supported by an expansive marketing campaign in the UK starting in April alongside a special game that consumers can access via an on-pack QR code to wine prizes and more.
Marketing Manager Richard Barnes spoke on the Birra Moretti Sale di Mare saying, "We know that Birra Moretti is a well-loved brand synonymous with quality, and we are excited to encourage more beer discovery with the launch of Sale di Mare. The hint of sea salt, paired with the unfiltered lager, creates a more full-bodied and intriguing flavour profile while providing incredible refreshment. Not only great as a stand-alone beer, but also paired with food.”
What's Driving This Trend
- Salt-infused Beverages
- Exploring the infusion of unconventional ingredients like Sicilian sea salt into beverages to create unique taste profiles.
- Interactive Packaging
- Utilizing on-pack QR codes for games and interactive content to engage consumers and enhance the purchasing experience.
- Premiumisation of Craft Beers
- Positioning craft beers as premium offerings through unique flavor enhancements and targeted marketing campaigns.
Who This Affects Most
- Alcoholic Beverages
- Innovative flavor combinations in beers and spirits offering new tasting experiences for consumers.
- Marketing and Advertising
- Advancing marketing strategies by integrating technology like QR codes to foster interactive consumer engagement.
- Food Pairing
- Curating food and beverage pairings to elevate dining experiences and cater to sophisticated tastes.
