Heineken has launched its premium Birra Moretti brew in a can format for the first time in the UK.
The brewer rolled out a 6x330ml multipack format of the imported Italian beer this week (rsp: £6), with the aim of broadening its appeal to outdoor events and as an on-the-go offering.
The new format provided retailers with a “powerful proposition” to accelerate growth of premium lager can sales, said Heineken premium brand director David Lette.
“By expanding the formats in which the brand is available, we’re helping retailers to offer shoppers the products they want in the formats they need, by ensuring they have the right packaging for the right consumer occasions.”
The launch follows the introduction of a 12-pack (bottles) earlier this year in response to growing consumer thirst for larger pack sizes, said Lette.
Sales of the Italian beer were up 35.8% to £16.8m in the past year [Nielsen MAT to 25 April].