Birra Moretti has overtaken Carling to become the UK’s best-selling draught lager, research from CGA reveals.
The Italian lager brand has seen sales grow by 9.6% over the past quarter, compared to the same period last year, with total sales reaching £246.7m.
Premiumisation has continued to drive changes in consumers’ spending habits, with drinkers opting for higher quality products despite an overall decline in beer consumption.
“The continuing rise in popularity of Birra Moretti reflects the increased importance of great quality experiences, and therefore a willingness to pay more for them,” Heineken UK’s beer brands director Veronica Sica said.
