• Supplier: Heineken UK
• Product: Birra Moretti Sale di Mare
• ABV: 4.8%
• RRP: £7 (4x330ml)
• Available: Now

Heineken UK has launched Birra Moretti Sale di Mare, an unfiltered version of its popular Italian lager.

Sale di Mare (4.8% ABV) is available in 4x330ml multipacks and a single 660ml bottle.

The supplier describes it as a medium-bodied lager made with a hint of sea salt harvested from Sicily, with its name translating as “salt of the sea”.

Richard Barnes, marketing manager at Heineken UK, said: “Research 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.

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“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.”

Alexander Wilson, category & commercial strategy director at Heineken UK, added: “With demand rising for continental lagers in the UK, Birra Moretti Sale di Mare is positioned to help retailers make the most of this trend and we are launching two trial driving formats that offer accessible price points for shoppers.”

Heineken will support the launch with a multimillion-pound marketing campaign across TV, as well as free glassware with a purchase of the multipack format. Additionally, packaging will include a QR code taking consumers to a game giving them the chance to win prizes.

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