Birra Moretti

Luigi Moretti opened his brewery in Udine in 1859, two years before Italy even became a unified nation. For over a century, Birra Moretti remained a regional treasure, brewing exclusively for the Friuli area in northeast Italy. The family kept things small and local until the 1980s, when they expanded across northern Italy and quickly became a national favourite.

The brand changed hands several times in the 1990s, ending up with Heineken in 1996. That global backing transformed Birra Moretti from an Italian institution into an international presence, now sold across dozens of countries. In the UK, the brand has become remarkably successful, regularly topping the charts for draft lager sales.

Every bottle carries the distinctive image of a moustachioed gentleman enjoying his beer. This figure, known affectionately as "il Baffo" (the moustache), has graced labels since the 1950s. The story goes that Luigi Moretti's nephew spotted him at a trattoria and snapped a photograph, though some historians suggest he might have been a Tyrolean farmer. Either way, that contented face has become one of beer's most recognisable brand images.

Birra Moretti Zero brings the Italian lager experience to the alcohol-free market. Launched in 2019, it delivers the same pale golden colour and crisp character as the original. The flavour profile features gentle malt sweetness balanced by floral hops and a hint of citrus. Light carbonation and a clean, dry finish make it genuinely refreshing.

You'll find Birra Moretti Zero in all major UK supermarkets including Tesco, Sainsbury's, Morrisons, and Asda, as well as specialist alcohol-free retailers online. It sits at the more mainstream end of the AF lager market, which is either a selling point or a limitation depending on what you're after.

The Collection

Birra Moretti Zero