Birra Moretti

Birra Moretti is an Italian lager brand founded in 1859 by Luigi Moretti in Udine, with its alcohol-free offering, Birra Moretti Zero, launched in the UK in 2019. The brand has been part of the Heineken portfolio since 1996, following an earlier sale to Labatt in 1992. Its 0.0% lager is produced via a dealcoholisation process in which alcohol is removed from the fully fermented beer, making it a recognisable option for sober-curious drinkers who want the familiar character of a mainstream Italian lager without the ABV.

The brand's visual identity has remained largely unchanged since 1942, when the now-iconic 'Baffo' figure, a moustachioed man spotted at a trattoria in Udine, was adopted for the label. That continuity of image has helped Birra Moretti maintain strong recognition across decades and markets, and the Zero variant leans on the same heritage positioning as its alcoholic counterparts.

Birra Moretti Zero is the brand's sole dealcoholised product, a single core lager sitting within a much broader alcoholic range. Its distribution is wide: the Zero variant is widely stocked across mainstream supermarkets as well as specialist alcohol-free retailers, giving it one of the broader retail footprints among AF lagers in the UK. That accessibility has made it a practical choice for drinkers navigating the growing shelf space dedicated to AF beer in mainstream grocery. Pricing sits in the mid-range bracket, consistent with the parent brand's overall market positioning.

The Collection

Birra Moretti Zero