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Heineken UK rolls out Birra Moretti in can multipack

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Heineken UK has joined a growing number of brewers in the country to release premium brands in cans.

The multipack will be availabe in the UK grocery channel, Heineken said

The multipack will be availabe in the UK grocery channel, Heineken said

The company said this week Birra Moretti is now rolling out in a 6x33cl can pack through the UK grocery channel. It is the first time Birra Moretti has been packaged in a can.

The move follows other can launches in the UK as the country mimics craft beer trends in the US, where the can format has been premiumised.

From crass to craft - The aluminium can's role in the future of beer - Click here for an exclusive comment

This week, the UK's Campaign for Real Ale (CAMRA) lobby group recognised the first 'canned real ale', while last month Scottish brewer Harviestoun rolled out some key lines in the format.

Craft beer in the US has embraced the can format, with most independent brewers releasing canned ranges. Last September, Constellation Brands' CEO, Rob Sands, said there had been a big jump in canned sales of Corona Extra in the US. He had previously pin-pointed the format as "the latest craze" after craft beer helped premiumise it.

According to Heineken, small cans increase category value and purchase frequency by targeting a wider range of occasions. "The new Birra Moretti SKU is a powerful proposition for retailers," Heineken's premium brand director, David Lette, said.


Sectors: Beer & cider

Companies: Heineken

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