BM Regionalia

Heineken is extending its range of Birra Moretti Italian lagers with the launch of a two-strong Le Regionali lineup.

The new beers, Birra Moretti alla Toscana (5.5% abv) and Birra Moretti alla Siciliana (5.8% abv), paid tribute to “the typical flavours and aromas found in Tuscany and Sicily”, said Heineken. They are available now in 500ml SKUs (rsp: £2.29).

“Shoppers are interested in more exciting and premium options - particularly matched with food,” added the brewer’s category and shopper marketing director, Toby Lancaster. “The new Le Regionali beers are an opportunity for the grocery channel to offer consumers delicious Italian beers to enjoy at home and benefit from incremental growth in the beer category.”

Birra Moretti’s value sales shot up 57.2% to £24.9m this year [IRI 52 w/e 25 March 2017], although it became one of several Heineken brands slashed by Tesco as part of the retailer’s range reset in February.