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Founded in Udine in 1859, Birra Moretti has remained a symbol of Italian brewing tradition for over a century. The recipe has stayed remarkably consistent, focusing on high-quality ingredients.

The iconic man on the label, known as the Baffo Moretti, was first spotted by Luigi Moretti in 1942. He asked to take a photo of the man, who simply asked for another beer in return.

Today, it is enjoyed globally as a quintessential example of a well-crafted European lager, maintaining its heritage while appealing to modern tastes.