The fine art of marketing Italian beer

Sometimes, introducing an unfamiliar brand to a new audience is facilitated with metaphors: presenting ideas the consumer knows and making analogies between the new product or idea.

When Heineken USA asked us to market Birra Moretti to US markets, we were thrilled. After all, everyone knows Italians make great beer, right? Anyone? (Cue cricket sound effects) Okay, so Italian imports may not show up on Americans' radar, but our insights suggested that premium beer drinkers' interest in the brewing arts would travel. We repositioned Moretti as a classic Italian masterpiece.

Leveraging ten centuries of great Italian art, sculpture and architecture, and some creative product placements, we elevated Birra Moretti to the heights of the Cistine Chapel ceiling. And today, an audience thirsty for premium imports has discovered a new love; the most desired beer in Italy is now the most desired Italian import in America.