Australia: Heineken’s distributor attains rights for Birra Moretti in Australia

Drinkworks announced on December 11 that it has attained the national distribution rights for Birra Moretti in what is a landmark moment for the Heineken-owned distributor and beer brand, Drinks Trade reported.

The news falls seven years after current distributor Lion Australia dissolved its 14-year joint venture with Heineken and started a new distribution agreement for the ‘Italy’s favourite beer,’ Birra Moretti.

"Incorporating Birra Moretti into Drinkwork’s portfolio is a strategic decision aimed at expanding our beer offerings in one of the world’s top beer markets,” said Uday Sinha, Regional President of Heineken APAC.

“This distribution initiative demonstrates Heineken’s commitment to pursuing growth in areas that align with our long-term strategy."

Founded in 1859 by Luigi Moretti, Birra Moretti has grown into a world-renowned Italian lager, trailing behind only Peroni in regards to volume.

Drinkworks has confirmed that it will be the exclusive distributor of Birra Moretti in Australia from 10 January 2025. Up until then, customers will be able to order Birra Moretti beer from both Drinkworks and Lion to minimise disruption over the festive trading period.

According to Anubha Sahasrabuddhe, Lion’s Chief Growth and Commercial Officer, the decision to offload Birra Moretti is aligned to Lion’s strategy of being “a simpler and more efficient business.

“As we become more focussed on our priorities it was agreed that the growth potential best sits with Drinkworks,” she continued.

“There will be no change to Heineken, Heineken 0.0 or Heineken Silver which Lion will continue to manufacture and distribute in Australia.”

Stephen Hopkins, General Manager of Drinkworks, expressed his excitement about welcoming the Italian beer brand into its portfolio, which includes brands such as Strongbow and Stella Artois, both of which were acquired from CUB in 2021.

"We look forward to celebrating this heritage brand's Italian history, authenticity, brewing quality, and craftsmanship, enhancing its appeal to the modern beer drinker,” he said.

11 December, 2024