As summer heats up, Birra Moretti, Italy’s #1 selling beer* made in the traditional way since 1859, is finding its rightful place in the world of foodies. The brand’s ‘What’s More Italian’ summer program includes a partnership with former Check, Please! Host Cat De Orio and Barilla® Pasta Executive Chef Lorenzo Boni to encourage LDA+ consumers to enjoy Birra Moretti and Italian cuisine – two iconic Italian classics – with friends and family at home or at other social get-togethers this summer.
Together, Chef Cat and Chef Boni have created five recipes focused on lighter Italian fare, all made with Barilla® pasta selections, that will come to life throughout the summer as Chef Cat goes on-air to prepare each delicious dish at popular TV shows and online outlets including Chicago’s top morning show, The Jam, and culinary online hot spot, The Daily Dish. To kick off the partnership, Chef Cat hosted a one-of-a-kind dining event for select guests at Legacy Records – pairing Birra Moretti’s Le Regionali line, only available oversees, with some of the best dishes at NY’s newest hotspot.
“What’s more Italian than enjoying an ice cold Birra Moretti with authentic Italian cuisine?” commented Amberly Hilinski, Senior Brand Manager for Birra Moretti, Heineken USA, Emerging Brands. “Our summer promotion reinforces this classic pairing through the five signature Birra Moretti recipes created by renowned Chefs Cat and Boni and by engaging fans everywhere to join in the fun by texting in to share their recipes and ideas for a chance to win great prizes.”
To activate at retail, custom designed POS elements invite consumers to choose Birra Moretti and encourage them to text MORETTI at 88500 for the chance to win favorite Italian branded gift cards. Consumers are also encouraged to submit their own signature Italian recipe for the chance to win the grand prize one-of-a-kind family dinner featuring their dish.
“Birra Moretti is crafted in appreciation of timeless Italian culture and traditions,” added Hilinski. “We are thrilled to expand our horizons through great partnerships that celebrate our shared Italian heritage.”
*Source: Adam’s Beer Handbook 2015. US Volume in Units, Nielsen 52 weeks, ending 8/16/16
ABOUT HEINEKEN USA, EMERGING BRANDS
Based in White Plains, NY, Heineken USA, Emerging brands is the U.S. importer of a range of HEINEKEN’s emerging global beer and cider brands including Amstel Light, Red Stripe, Tiger, Carta Blanca, Bohemia, Indio, Birra Moretti, Affligem Belgian Blonde, Murphy’s Irish Stout, Prestige, Cerveja Sagres and Strongbow Apple Ciders.
For the latest information on our company and brands, visit us at http://heinekenusa.com.
About the Barilla Group
Created in Parma in 1877 out of a shop that made bread and pasta, Barilla is today among the top Italian food groups, a world leader in the pasta and pasta sauce businesses in continental Europe, bakery products in Italy, and the crispbread business in Scandinavia. Currently, the Barilla Group owns 30 production sites (14 in Italy and 16 abroad) and exports to more than 100 countries. Every year, its plants turn out around 1,700,000 tons of food products that are consumed on tables all over the world, under the following brand names: Barilla, Mulino Bianco, Voiello, Pavesi, Academia Barilla, Wasa, Harrys (France and Russia), Misko (Greece), Filiz (Turkey), Yemina and Vesta (Mexico).