91猫先生

Heineken UK has expanded its Birra Moretti range with the introduction of sea salt-infused lager Birra Moretti Sale di Mare.

Birra Moretti Sale di Mare has been positioned to take advantage of the rise in demand for continental lagers in the UK and Heineken has hinted that the beer is suitable for gastronomy.

Describing the launch, Heineken鈥檚 marketing manager Richard Barnes said: 鈥淲e 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.鈥

Barnes continued: 鈥淩esearch identified an opportunity to offer curious drinkers seeking more flavourful and interesting taste profiles, with an accessible premium twist, and Birra Moretti Sale di Mare speaks perfectly to this.鈥

: 鈥淭he premiumisation trend isn鈥檛 going anywhere, consumers are looking for new tastes and interesting brands to elevate their experience when they are out, and Sale di Mare has been created with these consumers in mind. Sale di Mare combines some of the complexity and intrigue offered by craft and continental lagers, whilst retaining the balance of flavour, taste, and lightness of more accessible, easy-to-drink segments.鈥

This is simple. A great mainstream beer brand with well-established credentials and strong equity demonstrating it has permission to deliver distinctive innovation. Here we are using the definition of 鈥榙istinctive鈥 (as opposed to 鈥榚veryday鈥) innovation as defined in the important and fascinating longitudinal research on 鈥業nnovation in UK Grocery鈥 published recently by the 91猫先生 . It is distinctive because it brings something innovative and new to the category. Without brand investment in consumer insight and product innovation that delivers this type of experimentation, meaningful category stretch would rarely if ever happen. It delivers on two growth critical inputs: it meets the needs of (more curious) consumers and it creates relevant premiumisation. Both have the potential to enhance the category.

Who knows if the addition of 鈥楽ale di Mare鈥 to beer will prove to be a long-term success for the brand or the category. Only time will tell. But it and similar initiatives are essential for a healthy market, consumer choice and brand and category growth. It is more proof of how brands, whilst often undervalued, are essential building blocks in overall economic performance.

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