Where is the Birra Moretti advert filmed?

What the Birra Moretti adverts actually show

Birra Moretti’s television and digital advertising campaigns in the UK lean heavily into a specific vision of Italian life: warm evenings, stone piazzas, groups of friends sharing food and cold lager. The visual language is consistent across campaigns, presenting northern Italy as both the product’s home and its emotional backdrop.

Several campaign visuals have been linked to Verona, a city in the Veneto region of north-eastern Italy. Piazza Bra, the large central square that sits alongside the Verona Arena, is among the most recognisable settings associated with the brand. Verona’s historic centre was inscribed as a UNESCO World Heritage Site in 2000, and its combination of Roman, medieval and Renaissance architecture makes it a frequently used location for Italian lifestyle advertising.

It is worth noting that specific filming locations can vary between individual campaign shoots, and Birra Moretti has not published a definitive list of every location used across its advertising history. Where precise details are not confirmed by the brand, this article notes that clearly.

The brand’s origins in Udine

Before Verona became associated with the brand’s advertising aesthetic, Birra Moretti’s story begins further east. The brewery was founded in 1859 in Udine, the principal city of the Friuli-Venezia Giulia region. According to Heineken International, the brand has been produced continuously since that date, making it one of Italy’s older lager names.

Udine sits in a distinct part of northern Italy, closer to the Slovenian border than to the more internationally familiar cities of Venice or Milan. The region has its own brewing traditions, and Birra Moretti’s early identity was rooted in that local context before the brand expanded nationally and then internationally.

Verona’s role in the visual campaign

Verona offers advertising directors a particularly dense concentration of photogenic locations within a compact historic centre. Piazza Bra, the Scaligeri Arches, and the narrow streets of the old city all appear in visual references associated with Birra Moretti’s UK campaigns.

The Verona Arena, a Roman amphitheatre dating to the first century AD, forms one of the most distinctive backdrops available in any Italian city. Its presence in advertising immediately signals northern Italy to a viewer unfamiliar with the specific location.

Whether every Birra Moretti advert aired in the UK was filmed exclusively in Verona is not confirmed by the brand in publicly available materials. Some sources suggest additional Italian coastal locations may have been used in specific campaign shoots, but these details are pending independent verification.

Heineken’s ownership and the brand’s global reach

Birra Moretti has been owned by Heineken International since 1996. The acquisition brought the brand into one of the world’s largest brewing portfolios, alongside names such as Heineken, Amstel and Cruzcampo.

Since the acquisition, distribution has expanded significantly. According to Heineken, the brand is now sold in more than 50 countries. In the UK market, Birra Moretti has grown into one of the most visible premium lager brands on draught in pubs and restaurants.

Heineken has stated publicly that it has invested in modernising the brand’s production and distribution while keeping its Italian identity intact. The company describes Birra Moretti as a premium lager brewed using natural ingredients and traditional methods, though production for specific export markets is managed within Heineken’s wider European brewing network.

The story behind the Moretti logo

The Birra Moretti logo is among the most distinctive in European brewing. It depicts a man in a white hat raising a glass of beer to his lips, rendered in a simple illustrative style.

According to brand history cited by Heineken, the image is based on a photograph taken in the early twentieth century. The subject is described as an ordinary man photographed while drinking at a tavern, whose image was subsequently adopted as a symbol for the brewery. The logo has remained largely unchanged and is central to Birra Moretti’s visual identity across all markets, including the UK.

The man in the logo is not confirmed to be a specific named historical figure in Heineken’s current published materials. Claims that the logo was created by an artist named Ernesto Moretti in 1936 appear in informal sources but have not been verified against Heineken’s official brand history for this article.

What this means for UK viewers

For consumers in the UK who have seen the Birra Moretti adverts during televised sport or on streaming platforms, the Italian piazza setting is a deliberate creative choice intended to communicate the brand’s heritage and origin story.

The adverts are produced for an international audience and scheduled for UK broadcast by Heineken’s marketing teams. The Advertising Standards Authority (ASA) regulates broadcast advertising in the UK, and any complaints about misleading content in adverts can be made via asa.org.uk.

If you are interested in how other international beer brands present their heritage in UK advertising, see our related coverage in the Advert People hub.

Key facts summary

Birra Moretti is an Italian lager brand founded in Udine in 1859, now owned by Heineken International. Its UK advertising campaigns are closely associated with northern Italian locations, with Verona and Piazza Bra among the most recognisable visual settings. The brand’s logo, depicting a man raising a glass, dates to the early twentieth century and has remained a constant element of its identity. Specific filming locations for individual campaigns have not been comprehensively published by the brand, and some details referenced in informal sources remain pending verification.