Birra Moretti’s Sale Di Mare, has partnered with Secret Escapes to launch The Secret Italian Coast
- A brand-new content series following Anglo-Italian singer-songwriter Jack Savoretti on his journey to discover the authentic, unfiltered Italy is set to hit consumers
- The Secret Italian Coastis now available on Birra Moretti’s Instagram channel, Jack Savoretti’s social channels and www.secretescapes.com and can be viewed here (https://mp.secretescapes.com/uk/2024/secret-italian-coast/), to celebrate the launch of the new unfiltered beer Sale Di Mare
Birra Moretti Sale Di Mare is proud to announce a new partnership with Secret Escapes and the renowned Anglo-Italian singer-songwriter Jack Savoretti, to celebrate the essence of authentic Italian culture, with a brand-new content series, The Secret Italian Coast, available on www.secretescapes.com now until October 2024 – https://mp.secretescapes.com/uk/2024/secret-italian-coast/
Building on the success of Live Italian, which launched in 2023, Birra Moretti, the #1 UK Premium Continental Lager brand is bringing the Italian way through the lens of its new innovation Sale Di Mare, as it invites people to follow Jack Savoretti as he embarks on a culinary journey to explore Italy’s hidden gems and discover the unfiltered beauty of the Italian peninsula.
Birra Moretti Sale Di Mare epitomises the spirit of coastal Italy, offering a premium unfiltered lager with a hint of Italian sea salt for full flavoured refreshment. Inspired by the stunning Italian coastline, the beer captures the essence of exploration into the heart of local traditions and flavours.
Launched today on Birra Moretti’s Instagram channel, Jack Savoretti’s social channels and www.secretescapes.com, the collaboration takes Jack on an immersive journey through the enchanting regions of Calabria and Sicily where he immerses himself in the authentic cuisines of each region, learning to cook several local dishes.
Embracing the ethos of storytelling, Jack catches fish in the early hours with fishermen in Mondello, visits the Gelateria where Tartufo was invented and cooks couscous with Gaetano Verde at the Charleston Restaurant. In Tropea, he experiences the vibrant culture, mingles with the locals, and indulges in local culinary delights. From savouring the flavours of Fileja pasta with nduja in a local agriturismo and cooking stuffed calamari with a duchess in her palazzo in Palermo, to discovering the picturesque charm of Levanzo in Sicily, each moment encapsulates the essence of genuine southern Italian hospitality.
Created by Secret Escapes, the brand funded programme (BFP) launches following the success of 2023’s Live Italian – the brand’s first move into long-form content which featured Jack Whitehall, Maya Jama and Lawrence Dallaglio in 2023. This series continues Birra Moretti’s journey into long-form brand storytelling as it looks to connect with highly engaged consumers in an authentic, credible way, whilst using well-known UK talent with Italian heritage to connect with a wider audience.
After launching in Tesco in February and securing a place in the top 10 for value sales** the brand is now launching across all the key retailers and on-trade channels with a big ATL and BTL media investment.
Jack Savoretti, who also launches his new album MISS ITALIA in May, comments on the partnership, “Like music, food is intrinsic to my relationship with Italy. It’s visceral. Whenever the smell of ‘fritti’ and focaccia [in particular] hits me, I am transported straight back to the six-year-old me arriving in Liguria every summer to visit my grandparents. So, when Birra Moretti contacted me about being part of this content series with Secret Escapes, I jumped at the chance to go back to my roots to celebrate the essence of Italian culture through the discovery of secret Italy.
“Music is a form of conversation, and the way I interact with the world; but most of those conversations have always started with food and drink at their core.”
Alongside the content launch, Sale Di Mare is unveiling an array of exciting initiatives, including two hotel takeovers on the UK coast in Cornwall (Watergate Bay and Carbis Bay) where Sale Di Mare will be served with food pairing for guests, physical guides highlighting hidden coastal gems and local newsletters. Set to launch from June to October 2024, this collaboration aims to ignite a passion for authentic travel experiences while celebrating the rich tapestry of Italian culture.
Richard Barnes, Marketing Manager, HEINEKEN UK adds, “With demand rising for continental lagers in the UK, we are proud to announce the launch of our new beer, Sale Di Mare, which epitomises the spirit of unfiltered Italy and taps into discovery with a hint of sea salt in each and every bottle. Our partnership with Secret Escapes and the renowned Italo-English singer-songwriter, Jack Savoretti really experiences the beating heart of the Southern Italian coast and explores an unspoiled secret coast that most Italian’s don’t even know about whilst uncovering Italy’s hidden gems.
“Watching Jack connect experiences from this trip with his family, passions, and memories of growing up has been really special and we hope everyone watching at home absorbs the unfiltered Italian experience and gets inspired to discover hidden gems in their cities too.
Birra Moretti’s ‘The Secret Italian Coast’ is available on Birra Moretti’s Instagram channel, Jack Savoretti’s social channels and www.secretescapes.com now.
To view the series, please visit: https://mp.secretescapes.com/uk/2024/secret-italian-coast/
Link to high-res imagery from the series: https://www.dropbox.com/scl/fo/tkmicn41m61ijhczkgqf0/AHAWC-dkpmC0bciNzcUkTqI?rlkey=jrlpov7wuf58ov6gapxd7jwda&dl=0
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Notes to Editors:
For more information about Sale Di Mare visit or contact sdm@thisiscow.com
* NEW BIRRA MORETTI SALE DI MARE from the UK’s n.1 Premium Continental Lager brand – Source: NielsenIQ: Full year value sales 2023
**Top 10 4x330ml and Singlex660ml Beer Line Extensions in Tesco for Value Sales, per Store, per week – (Tesco) – **Source: Nielsen Latest 4 Weeks to 06/04/2024
ABOUT HEINEKEN UK
Headquartered in Edinburgh, HEINEKEN is the UK’s leading pub, cider and beer business. The company owns around 2,400 pubs as part of its Star Pubs & Bars business and employs around 2,100 people. We are passionate about our cider and beer brands and the outstanding service that we offer to our customers. Our unrivalled portfolio of brands includes Heineken® 0.0, Heineken®, Foster’s, Strongbow, Cruzcampo, John Smith’s, Inch’s Cider, Amstel, Birra Moretti and Old Mout, backed by a full range of niche and specialty brands. HEINEKEN also owns Beavertown and Brixton Brewery.
ABOUT JACK SAVORETTI
Jack Savoretti has been making albums for nearly twenty years, releasing eight albums during this period, two of which have reached #1 in the UK album charts (Singing To Strangers in 2019 and 2021’s Europiana, recorded at Abbey Road Studios). His first album recorded exclusively in Italian, his paternal tongue, was released on 17th May 2024 entitled Miss Italia, and perfectly encapsulates the storytelling drive evident in all of Jack’s writing. His music is transportative, evocative and wistful; it takes you on a journey.
Alongside three consecutive Gold records, four back-to-back top 10 albums, the aforementioned two number 1 albums, 1M+ global album sales and 1B+ global streams, his reputation as a singer-songwriter is fully epitomised by the collaborators he attracts; a ‘who’s who’ of music that includes international stars such as Bob Dylan, Kylie Minogue, Shania Twain, and Nile Rodgers, as well as recent collaborators on the new album Natalie Imbruglia, Zucchero and The Last Shadow Puppets’ Miles Kane.
Outside of music, Jack is one of War Child’s leading ambassadors, as well as being closely involved with wildlife conservation charity, Tusk Trust.
For more information about Sale Di Mare visit or contact sdm@thisiscow.com
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