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Focus
On Beer & Wine
CASE
STUDY
Il
Pavone, 48 Buchannan Street, Glasgow, G1 3TN
Mark
Ward, Assistant Manager
(01412
210543)
Il Pavone, located on
Princes Square, is probably the busiest and most popular Italian
restaurant in Glasgow. Salvatore Milo has been the manager for 15
years and Mark Ward has been the assistant manager for 13 years.
Their experience enables them to understand what their customers want
from their restaurant. |
Mark Ward said, "We
have sold Birra Moretti on and off over the last 12 years. In the
past we have had some supply issues, but now Heineken UK has taken
over the distribution those issues have been resolved. We have tried
different beers but they didn't complement the food like Birra
Moretti did, so it's great to be stocking it again."
Five years ago, the
restaurant doubled its covers, it now seats up to 130 people, with
plans to refurbish in six to seven months time.
At present Il Pavone
only sells bottles but the refurbishment may include the installation
of a Birra Moretti draught system.
In addition to its
regular system, Birra Moretti has created a unique draught dispense
unit for outlets like Il Pavone with no cellar cooling. The
innovative self-contained unit gives outlets without traditional
cellar cooling facilities the option to serve quality draught beer,
which offers higher margins and meets consumer demand.
Mark commented,
"Birra Moretti is really taking off around here. The customers
love it and other bars are also seeing its potential. Why do they
love it? Because it's a good quality beer with a good reputation. It
has a crisp taste and is robust but not too strong. When you drink it
you are able to taste the hops and the barley. More than anything, we
find it really does complement the food especially pizza and pasta."
With Il Pavone's use of
Birra Moretti glassware and the mirrors and plaques on the wall the
beer's authenticity and quality is felt throughout the restaurant.
"We have enjoyed
Birra Moretti in Il Pavone for many years and it is likely to stay
for many years to come. It really is a top class beer."
BIRRA
MORETTI
Earlier this year,
Heineken UK celebrated the one year anniversary of marketing and
distributing Birra Moretti in the UK.
Heineken UK added the
4.6% ABV Italian lager to its portfolio of imported lagers in 2005
and the brand has since gone from strength to strength. Birra Moretti
has been boosted in the on trade through listings within the Mitchell
& Butlers estate as well as other key accounts, including Est Est
Est and Prezzo. Moretti has also grown distribution in the off-trade
winning listings in Tesco and Thresher.
In addition to listings
for both the 33cl and 66cl bottle, Birra Moretti has also expanded
its draught distribution, many restaurants in particular have taken
on Birra Moretti via an innovative draught dispense unit which gives
outlets without traditional cellar cooling facilities the option to
serve quality draught beer.
"Both choice beers
and Italian products are in big demand at the moment and this has
helped drive interest in Birra Moretti in restaurants. Marketing
activity such as the Taste of Italy campaign has also helped drive
sales by tapping into the increasing consumer demand for beer and
food matching" says Simon Green, Birra Moretti Business
Development Manager.
Although bottled beer
makes up the majority of Birra Moretti's distribution in the UK,
volumes of draught are steadily increasing for the brand. Innovation
in draught has been key to the growth of Birra Moretti in the UK.
"With many
competitors only available in packaged formats, Birra Moretti's
draught offering provides a valuable point of difference to other
choice beers. The unique self contained dispense system is ideal for
outlets with limited space or a low throughput of draught lager"
continues Simon Green.
Beer with food matching
is a growing trend and has affected the way that consumers perceive
beer. Moretti is a distinctive, clean tasting beer which is a great
match with food, especially Italian cuisine. Distributing draught
Moretti in restaurants has helped on trade outlets drive sales whilst
growing volumes for the brand.
Restaurant owners are
seeing a demand for choice beers alongside more traditional options,
many outlets are meeting this demand by stocking an increased range.
This explains why imported and speciality beers, such as Birra
Moretti, as well as many wheat and fruit beers, are growing in
popularity in the on trade.
For restaurateurs and
consumers alike, quality is key. With on trade customers, Birra
Moretti ensure that all draught equipment is installed to a high
standard and maintained by beer quality technicians. To further
enhance the quality drinking experience, Birra Moretti provides its
outlets with authentic continental branded glassware. Research shows
that nine out of ten people enjoy draught beer more out of branded
glassware and are prepared to pay more to do so.
Taste is important to
consumers - with its delicate, malty flavour and made to a
traditional recipe that is almost unchanged since 1859, Birra Moretti
is an authentic import and the ideal accompaniment to Italian food or
indeed any other cuisine.
Marketing Activity:
In 2006, Birra Moretti
will continue to market the brand as an accompaniment to Italian food
and an essential part of a choice beer portfolio.
Simon Green, Birra
Moretti Business Development Manager, says: "Birra Moretti built
some very strong foundations last year by positioning the brand as
the authentic accompaniment to a traditional Italian meal and secured
many new listings in key on and off trade outlets as a result. We
hope to build on this success throughout 2006 and build further
distribution in discerning outlets
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