Birra Moretti Announces “What’s More Italian” Summer Program

Barilla® Pasta what's more italianAs 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