Birra Moretti

Birra Moretti (Italian pronunciation: [moˈretti]) is an Italian brewing company, founded in Udine in 1859 by Luigi Moretti.[1] In 1996 the company was acquired by Heineken International. The brewing plant in Udine was sold to the newly formed Birra Castello S.p.A.; Moretti is now a brand of Heineken.[2]

Birra Moretti
LocationPollein, Italy
Opened1859
Owned byHeineken
Websitehttp://www.birramoretti.it
Active beers
Name Type
Birra Moretti Pale lager
Birra Moretti La Rossa Double bock
Baffo d'Oro Premium malt
Birra Moretti Doppio Malto Blonde ale
Birra Moretti Zero Non-alcoholic
San Souci Premium lager

History

Birra Moretti was founded in 1859 by Luigi Moretti in Udine, which at that time was still part of the Austrian Empire, as the Beer and Ice Factory. The first bottles went on sale in 1860. The company was initially expected to produce 250,000 litres of beer a year, enough to meet the provincial demand.[3]

The Moretti family owned the brewery and business until 1989, when it was sold to a consortium of other brewers. In 1996 it was bought by the Dutch firm Heineken.[4] The company also now owns the Birra Moretti trademark.[5] The original factory in Udine closed in 1992, after brewing was transferred to San Giorgio di Nogaro, also in Friuli.

Following the finding by the Italian Antitrust Authority that Heineken occupied a dominant position in the Italian market,[6] the company was forced to sell the brewery in San Giorgio di Nogaro in 1997. It was subsequently bought by a new brewing consortium called the Birra Castello group, which now owns the property. Production of Birra Moretti beers was then moved to various other plants around Italy controlled by the Heineken group, such as those at Assemini, Comun Nuovo, Massafra, and Pollein.

In 2015, Heineken launched six new Birra Moretti products: two new Radler, Birra Moretti Radler Gazzosa, and Chinotto as well as six beers dedicated to the culinary traditions of Italian regions: Birra Moretti to Friuli, Birra Moretti Sicilian, Beer Moretti Piedmontese, Birra Moretti Tuscan, Birra Moretti Apulian, and that of Lucana.[7]

On the company's official website, it is said that in 1942 the Commendatore Lao Menazzi Moretti saw an elderly mustached gentleman sitting at a table in the historical trattoria Boschetti of Tricesimo in the province of Udine. Moretti, thinking that the man could represent his beer very well, decided he would ask permission to photograph him in exchange for a reward to the man's liking. "Che al mi dedi di bevi, mi baste" - said the man in the Friulian language, or "Give me to drink, enough for me".[8] That photo was later handed over to the illustrator Segala, alias Franca Segala, who designed the famous manifesto.[9]

Another version states that the photo was taken by the German photographer Erika Groth-Schachtenberger in 1939. The photo portrayed a Tyrolean farmer from Thaur in Tirol, a few kilometers from Innsbruck. Groth would not have authorized the use of his picture if he knew it would be used for the Moretti advertising campaigns in 1956. He would see himself in a billboard and this discovery would also have resulted in a legal dispute.[10][11][12]

Over the years, the Moustache was played by various actors. The most familiar face was actor and voice actor Marcello Tusco, replaced after his death by Orso Maria Guerrini.

Beers
The products Birra Moretti
Birra Moretti bottled at 33cl and 66cl

There are six beers under the Birra Moretti brand.[13] Birra Moretti is the main brand, a 4.6% abv pale lager launched in 1859; followed by La Rossa, a 7.2% strong dark lager or doppelbock. Other brands include:

  • Birra Moretti Ricetta Originale: lager beer with a golden color with alcohol content 4.8% vol[14]
  • Birra Moretti Baffo D'Oro: bottom-fermented beer, brewed using only Italian spring malts, alcohol content 4.8% vol.[15]
  • Birra Moretti Grand Cru: Ale beer, re-fermented in the bottle, the amber color. It is produced in Belgium from Affligem brewery.[16][17]
  • Birra Moretti Doppio Malto: Ale beer, golden in color with alcohol content 7% vol.[18]
  • Birra Moretti La Bianca: Weiss beer, top-fermented, light in color with alcohol content 5% vol.[19]
  • Birra Moretti La Rossa: double malt beer from dark amber color alcohol content 7.2% vol.[20]
  • Birra Moretti Radler Limone: Radler beer bottom-fermented, pale yellow color, produced using Sicilian lemons with alcohol 2% vol.[21]
  • Birra Moretti Radler Chinotto: Radler beer bottom-fermented, amber color, produced using chinotti from Savona with alcohol 2% vol.[22]
  • Birra Moretti Radler Gazzosa: Radler beer bottom-fermented, pale yellow color, produced using Calabrian lemons with alcohol 2% vol.[23]
  • Birra Moretti alla Friulana: lager, light colored and straw produced using rennet apples from the Friuli-Venezia Giulia, with alcohol content 5.9% vol.[24]
  • Birra Moretti alla Siciliana: lager beer, produced using orange blossoms from Sicily with alcohol content 5.8% vol[25]
  • Birra Moretti alla Piemontese: lager beer, with a slightly amber color, characterized by the presence, among the ingredients, blueberries and rice kind of "Andrew" from Piedmont with alcohol content 5.5% vol[26]
  • Birra Moretti alla Toscana: lager beer, the honey color, produced using such ingredients, barley grown in Tuscany with alcohol content 5.5% vol.[27]
  • Birra Moretti alla Pugliese: lager beer, golden yellow color, produced using, as an ingredient, the prickly pear and burnt wheat, with alcohol content 5.6% vol.[28]
  • Birra Moretti alla Lucana: lager, amber color, produced usingr, as an ingredient, laurel and barley malted Lucan, with alcohol content 5.8% vol.[29]
  • Birra Moretti Zero: Beer non-alcoholic lager.[30]

Special Editions
  • Campioni di Emozioni (2014): on the occasion of the 2014 World Cup, the company launches a special edition of Birra Moretti: Emotions of Champions. 7 new labels are produced, in which Moretti Baffo 7 interprets famous gestures of elation made by famous Italian footballers.
  • La Cucina Stellata (2015).

Moretti beer and football

Football trophy

From 1997 to 2008, Birra Moretti sponsored the Birra Moretti Trophy, an invitational summer football tournament. The first three editions were held in Udine, the birthplace of the company. Each edition saw the participation of three teams competing for 45 minutes, like many other friendly summer tournaments. After the first three editions, the tournament moved first to the Stadio San Nicola in Bari and then to the Stadio San Paolo in Naples from 2005 to 2008.

Moretti stadium

Stadio Moretti was built in Udine as a multi-use stadium. The capacity of the stadium was 25,000 spectators. It also hosted speedway events. The stadium was first used as the home of the Udinese Calcio football matches. The venue, however, moved to the Stadio Friuli in 1976. Stadio Moretti was demolished in 1988 and in its place now stands a city park, which was named after the great soccer player, Udine Alfredo Foni.

Birra Moretti Football

Birra Moretti Football, or simply BMC, was a football online game whose players, coaches and fans are real people. The site was opened on 6 June 2006.

gollark: I mean anthropomorphization as in assuming that physical phenomena are driven by some kind of humanish mind, not taking animals and making them vaguely human-shaped.
gollark: Religions also involve our tendency to anthropomorphize all things ever and overzealously pattern-match.
gollark: Religions rely on weird brain quirks which I think Ponzi schemes depend less heavily on.
gollark: But it's widely understood that a good way to understand something is to learn about the factors which led to it being the way it is.
gollark: I might not not not not not not not not not not be.

See also

References
  1. "BIRRA MORETTI: LA STORIA". fermentobirra.
  2. "BIRRA: HEINEKEN ITALIA ACQUISTA MORETTI". Adnkronos. February 26, 1996.
  3. "Birra Moretti: una lunga storia italiana. Da 150 anni il gusto della sincerità". Archived from the original on 2014-05-14. Retrieved 2017-03-12.
  4. Birra: Heineken Italia acquista Moretti adnkronos.it
  5. "Birra Moretti - Informazioni Societarie". June 24, 2013. Archived from the original on January 4, 2012. Retrieved March 12, 2017.
  6. M. Patucchi, Inciampa il gigante della birra, La Repubblica, 28 May 1996
  7. "Le Regionali", arriva sugli scaffali la nuova gamma della birra Moretti agroalimentarenews.com
  8. "La storia del Baffo - Birra Moretti". 2015-09-12.
  9. "Michele Tomaselli - "il Baffone che soffia" - nov - dic 2015; iMagazine". www.imagazine.it. 2015-12-11.
  10. "Cosí Erika Groth immortalò il mitico Baffone - Tempo Libero - Messaggero Veneto". 2015-09-12.
  11. Achim Johann Weber. "Erika Groth-Schmachtenberger (1906 - 1992) : Augenblicke in Schwarzweiß ; Porträtversuch einer großen bayerischen Fotografin anläßlich ihres 100. Geburtstages" (PDF).
  12. "Michele Tomaselli - "Il Baffone che soffia"- nov dic 2015; iMagazine". www.imagazine.it. 2015-12-11.
  13. Birra Moretti (Heineken)
  14. Birra Moretti ricetta originale birramoretti.it
  15. Birra Moretti Baffo D'Oro birramoretti.it
  16. "Birra Moretti Grand Cru". January 17, 2014.
  17. "Pinocchio Grand Cru e la birra coi baffi". January 17, 2014.
  18. Birra Moretti Doppio Malto birramoretti.it
  19. Birra Moretti La Bianca birramoretti.it
  20. Birra Moretti La Rossa birramoretti.it
  21. Birra Moretti Limone birramoretti.it
  22. Birra Moretti chinotto birramoretti.it
  23. Birra Moretti Gazzosa birramoretti.it
  24. Birra Moretti alla Friulana birramoretti.it
  25. Birra Moretti alla Siciliana birramoretti.it
  26. Birra Moretti alla Piemontese birramoretti.it
  27. Birra Moretti alla Toscana birramoretti.it
  28. Birra Moretti alla Pugliese birramoretti.it
  29. Birra Moretti alla Lucana Archived 2017-04-18 at the Wayback Machine birramoretti.it
  30. Birra Moretti Zero birramoretti.it
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