Moretti beer

Since 1859 has been describing Italian conviviality with passion and authenticity. A tradition that combines history, taste and quality, bringing the pleasure of being together into the world.

Authentic tasting Italian beers: Mustache D'Oro, Cold Filtered and Non-Alcoholic

The story of Birra Moretti begins in lively, industrious 19th-century Udine, when Luigi Moretti founded his brewery and ice factory in 1859 and set in motion a journey that intertwined industrial ferment, popular taste, and shared dining rituals. From the very first bottles of the 1860s, the clear and straightforward recipe expressed an idea of authentic Italian spirit that spanned decades and became recognizable in an iconic symbol: the face of the gentleman with the mustache and hat, created in the 1940s for advertising and later revisited many times without ever losing its expression of conviviality. In the 20th century, the brand grew, changed facilities, embraced new technologies, and in 1996 became part of the Heineken galaxy, carrying with it a heritage of craftsmanship and a narrative that links Friulian taverns to metropolitan kitchens. From the stout post-war bottle to the chromatic updates of the 2000s, and up to the recent restyling of the “Baffo” portrait, Moretti’s visual journey tells the story of Italian taste evolution through cleaner labels, warm colors, and details that evoke grains and landscapes, with one constant: conveying, at first glance, simplicity, quality, and a spontaneous invitation to be together. The image ties to a broad, coherent range, where tradition meets specific brewing processes and a contemporary sensibility for different drinking occasions, from everyday meals to aperitifs, from barbecues with friends to regional dishes.

Among the flagship products stands out Birra Ricetta Originale, a pale lager with a balanced profile, moderate alcohol content, and a smoothness that embraces the sip without weighing it down; its clean cereal aroma and slight final bitterness make it a versatile companion for simple first courses, white meats, and light pizzas. Alongside this cornerstone, Birra Baffo D'oro reflects careful malt selection and a golden brilliance that plays on bread crust aromas with a crisp finish, ideal for grilled mains and dry fried dishes. For those seeking a sensation of tactile clarity and smooth drinkability, Birra Filtrata a Freddo highlights a low-temperature brewing process that enhances freshness and a fine aromatic profile, with rounded edges and a clean, dry finish. For occasions where taste matters as much as lightness, Birra Analcolica reflects attention to modernity and conscious choices, preserving malt aromas and flavor balance, perfect for lunch or an informal toast.

This selection is complemented by seasonal variants and specialties that, over the years, have enriched the catalog with fuller or more aromatic interpretations, always recognizable for their immediacy and sensory consistency. The evolution of the packaging highlights the brand’s journey: the face of the Baffo, sometimes more illustrated, sometimes more painterly, remains the identity fulcrum while typefaces and labels have gradually become more essential, with naturally textured papers and colors reminiscent of barley fields. These choices reflect growing attention to the traceability of raw materials, controlled processes, and shelf readability, ensuring that the visual promise matches the experience in the glass. In everyday cooking, Moretti finds its natural ground thanks to a measured taste structure and a gentle bitterness that cleanses the palate without overpowering. With a well-leavened margherita, the Ricetta Originale enhances the sweetness of the tomato and the creaminess of the mozzarella, while the Baffo D’oro highlights crunchy cracklings and toasted notes of thin breadings. In bluefish dishes or light fried foods, the Filtrata a Freddo brings rhythm to the sip and a crisp finish that invites the next bite, and during alcohol-free breaks, the non-alcoholic version preserves aromas and satisfaction. In a classic Italian aperitivo, the crunchiness of taralli, chips, and olives creates a perfect flavor bridge with the softness of the malt and the short bitterness of the hops, as happens when choosing with balance from the category of savory snacks to compose simple and tasty pairings.

Curiosities which tells the brand identity concerns the genesis of the mustachioed character: known as the "Moretti Whiskers". The choice of this character dates back to 1940 when Lao Menazzi Moretti, then at the helm of the company, saw an elderly gentleman in a restaurant in Tricesimo and decided that he could represent beer well, taking a photo of him and developing the logo in 1947. However, the original photo dates back to 1939 and is the work of photographer Erika Groth-Schachtenberger, who had photographed a Tyrolean farmer. Despite the legal controversy, the Moretti Mustache has become an iconic and recognizable symbol of the brand, representing tradition, quality and an authentic Italian image.

Quality

FAQ

When was Birra Moretti born?

Was founded in 1859 to Udine from Luigi Moretti, initially as "Fabbrica di Birra e Ghiaccio". It is today one of the most historic Italian beers, appreciated in over 40 countries.

Who is the man with the mustache on the Birra Moretti label?

The famous “Baffo Moretti” was born in 1942 and is inspired by a photograph taken of a Friulian man in a restaurant. Represents l’<strong essence of Italian conviviality. The image has been reinterpreted several times, but remains an identity symbol of the brand.

What is the difference between Moretti Original Recipe and Baffo D'Oro?

The Original Recipe is a light lager of 4.6% vol., while the Baffo D'Oro is a more intense beer, made with spring barley malt, at 4.8% vol. Both retain the traditional Italian taste, but the Mustache has a rounder and fuller profile.

Does Birra Moretti also have a soft version?

Yes, Moretti Beer Non-alcoholic is a lager without alcohol (less than 0.05% vol.) which maintains the typical taste characteristics of the original beer. It is ideal for those who want to enjoy the beer experience without alcoholic effects.