Birra Moretti

Difford's Guide

alc./vol: 4.6%

Proof: 9.2°

Vintage: Non-vintage

Aged: No age statement

Product of: Product of Italy Italy

Established in 1859 in Udine, in Italy's Friuli region, Luigi Moretti's "beer and ice factory" produced its first bottle of Birra Moretti in the summer of 1860.

The symbol of the Birra Moretti brand, the moustached man on the label, was introduced in 1942, after Commander Lao Menazzi Moretti saw an old man with a moustache sitting at a little table in the Boschetti di Tricesimo Inn (in Udine). Moretti cleverly saw that the gentleman could be used to represent the qualities that he wanted to portray his beer as having - wholesome, traditional and authentic. Commander Moretti asked the man if he could photograph him and what he's like in return for using the gentleman's image to promote his beer. His man is said to have answered in Friuli dialect, "Cal mi dedi di bevi, mi baste", which means "Get me a drink, that'll do." (Silly old duffer, he should have asked for at least a case.)

The photographs were used by Professor Segala, a famous poster artist of the time to create an advertising billboard which gave rise to the now-famous Birra Moretti label.

Review and Tasting


Sampled on 10/09/2011

Appearance:

Clear, pale golden with thing white head which quickly dissipates to leave foam ring.

Aroma:

Unappealing fresh cut grass nose with touch of rotting compost.

Taste:

Light bodied , slightly metallic, straw palate which with little real character. Bland, and not in a good way.

Aftertaste:

Lemon zesty, slightly metallic finish is actually strangely refreshing.

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Product Information

Closure: Crown cap

More about Birra Moretti

Produced by: Heineken Italia SpA
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