Birra Moretti has launched its first promotional push in the UK. The Italian beer, which has been marketed and distributed by Heineken UK since the beginning of the year, announced its 'Taste of Italy' campaign yesterday (19 July) in London.

The campaign, which continues throughout August in Asda stores across the country, will emphasise the pairing of the imported beer with authentic Italian food. Consumers will have the chance to win a trip to Toscana Saporita, an Italian cooking school in Tuscany, or one of 50 Italian food hampers.

Simon Green, Birra Moretti business development manager, said yesterday: "There's a growing interest in pairing beer with food and research shows that almost 50% of adults will drink beer with a meal when eating out."

The 4.6% ABV beer is available in the on-trade as well as in 66cl bottles and packs of three 33cl bottles in the off-trade. Moretti is exported to over 30 countries and has annual sales in the region of 22m cases.