Birra Moretti L’Autentica Beer Review – Italian Authenticity by the Bottle
In the UK, Birra Moretti is an undeniable staple. A pale, golden lager, with a medium body and smooth mouthfeel, it is enjoyed by the majority, and conjures images of summer beer garden bliss. The picture of a well-dressed moustachioed man sitting on each bottle is charming and instantly recognisable, enough so for us often to justify paying £6 for a pint of the stuff, even outside of London. However, the Birra Moretti brand meant much more to its creators than the crisp refreshment and cheeky face we readily associate with the name.
The Province of Udine sits at the very Northeast of Italy, bordering Slovenia, Austria, and Croatia. In 1857, before the unification process in Italy was complete, Luigi Moretti founded his ‘beer and ice factory’ in the Friuli region. Born into a wealthy merchant family, he was familiar with wholesale trading in cereals, wine, spirits, and foodstuffs, as well as beer. Using this expertise, Luigi built his brewery during this turbulent period of Italian history, and sold the very first bottle of Birra Moretti in 1860.
Since then, Udine, Italy, and the Birra Moretti enterprise, have all changed significantly. By the 1990s, the beer had grown from its local base in Friuli to be distributed nationally. In 1996, the company was acquired by Heineken N.V., and today, the beer is exported to over 40 countries across the globe. Despite international popularity, retailers maintain that the beer is made in a traditional way; ‘the result of a production process that has remained almost unchanged since 1859.’ It is this commitment to tradition and authenticity which remains the marketing focus of Birra Moretti.
Due to its long history and connection to 19th century values, Birra Moretti is also a beer steeped in folklore. The story goes that one day in 1942, the nephew of Luigi Moretti walked past the Trattoria Boschetti in Udine. He saw a unique looking man, in his dress and demeanour embodying the values of authenticity, tradition, and genuineness. Mr. Moretti is said to have approached the man, and asked to take a picture of him. When asked what he wanted in return, the gentlemen only requested another Birra Moretti. This gentlemen’s image is apparently that which still graces every Birra Moretti label today, according to the company themselves ‘reminding us where we come from and who we brew our beer for.’ Further, when the new advertising billboard was sent to retailers, many people recognised themselves as the moustachioed drinker, proof to the Moretti family that a ‘real’ and genuine character had been chosen as the figurehead of the brand.
Popping open a brown glass bottle of Birra Moretti myself, the aroma is unique. Malt barley and grass are instantly identifiable. The initial flavour profile is earthy, bitter and balanced, and the finish has a notable citrus touch. Overall, Birra Moretti is highly refreshing, drinkable, and satisfying. This is a beer made for evenings surrounded by friends and good, hearty food – stone baked pizzas would be the perfect addition.
So, as an Italian symbol of heritage and brewing tradition, and a symbol of good times shared with friends here in the UK, Birra Moretti is layered not only in its flavour, but in its cultural meaning. Despite this, from pubs and restaurants across the UK, to the traditional Trattorias of Northern Italy, ‘Birra Moretti’ communicates one consistent tenet: quality.
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Written By Eleanor Wilkinson
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