Space launches pop-up Italian food tour experience for Birra Moretti

The tour will visit Manchester and London
The tour will visit Manchester and London

Beer brand Birra Moretti has partnered with agency Space for a UK tour that will take guests on a journey through Italy's different cuisines, as part of its 'Moretti Movement' campaign.

Beginning on 17 July in Machester, the Moretti Gran Tour will initially be held at Old Granada Studios. The venue will be transformed into the Moretti Street Food Market through rustic decor and genuine Italian signage, with caterers Pizza Pilgrims, Gurmetti, Gelupo and Terrone & Co serving up their culinary specialities.

The tastes from Naples, Lombardy, Puglia and Siciliy will be complemented with beer from the specially-made Birra Moretti bar. Masterclasses from Italian chefs will also be on offer, as well as a number of sampling experiences.

DJs from the Warehouse Project have been booked to create an Italian atmosphere through music and the event will be hosted by L’Anima restaurant's Joe Hurd.

The pop-up will run in Manchester for four evenings, before travelling to London on 31 July. For the southern experience, Factory 7 in Shoreditch has been chosen as the venue, with music from DJs Jimmy Plates and Sophie Lloyd.

As part of the Moretti Movement campaign, Birra Moretti will also bring two pop-up bars to Jamie Oliver's Big Feastival in the Cotswolds on 29-31 August.

David Lette, Heineken UK preminum brands director, said: "Sales have shown that there is an increasing demand for our brand within the UK market. We want to continue to engage, educate and drive consumers to understand and believe in us and our values. We want them to become part of 'The Moretti Movement'.

"Core to this success is a greater understanding of authentic Italian food and drink occasions. Space has created a set of experiences to drive that priceless engagement through our history and values."

Carly Wilkes, account director at Space, added: "We wanted to position Birra Moretti as taking a modern approach to the traditional epicurean concept of the Gran Tour. Communicating the brand values is about embracing the important things in life, such as great beer, great food and great company."

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