Birra Moretti is encouraging shoppers to ‘Live Italian’ with the launch of limited-edition collectable glassware.

Available in four designs to convenience and wholesale from this month, the glassware is available as a gift with a purchase of a Birra Moretti pack.

Each glassware box and selected PoS feature a QR code. Shoppers can scan the code for an immersive Augmented Reality (AR) experience.

This experience allows shoppers to play games and discover food recipes from Positano, Rome, Tuscany and Siena, as well as win prizes.

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Matt Saltzstein, brand unit director at Heineken UK, said: “We want to leverage the success of recent years and help our audience to continue to enjoy, understand, relate to and experience life’s simple pleasures by showing consumers what it really means to ‘Live Italian’. Our collectable regional glassware will help grow relevance with millennial audiences while providing a big sales opportunity for stockists UK-wide.”

The launch of the glassware coincides with Birra Moretti’s multimillion-pound campaign, which includes a three-part series airing on Amazon Prime Video later this month.

The series features comedian Jack Whitehall, former rugby player Lawrence Dallaglio and presenter Maya Jama as they explore Italian culture.

Birra Moretti will also advertise across TV, cinema, social media and outdoor from April.

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