The omnipresent Italian beer is to be subject to a total image-revamp.
The new bottles of Birra Moretti Ricetta Originale, first brewed in Udine in 1859, will 'tell' the story of the lager: its quintessentially Italian origins and narrative are to be material for its new bottle style.
The new labels will no longer bear the long-employed oblong shape, but rather, will be perfectly round, according to a story on Prima Comunicazione Online.
The lettering on the backs of the bottles will carry an antiquated sheen, and the text will be used to emphasise authenticity and originality.
It will be formally launched at the Expo Milan 2015.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article written by Peter Donnelly.
