Birra Moretti

Luigi Moretti founded his beer and ice works in Udine in 1859. The family kept it until 1989, and Heineken bought the brand in 1996. The Udine brewery closed in 1992; Heineken had to sell the San Giorgio di Nogaro plant that replaced it after an antitrust ruling, and that plant became Birra Castello’s. Moretti is now brewed at Heineken’s four Italian breweries, Comun Nuovo near Bergamo, the largest in Italy, Assemini, Massafra and Pollein. The moustached man on the label goes back to a 1942 photograph, the company says; Italian Wikipedia records a dispute over a 1939 photograph of a Tyrolean farmer.