The story of the label is unique... Up until 1942, Moretti Beer had already been enjoyed by consumers in Friuli for more then eighty years. One day Commander Leo Menazzi Moretti saw a nice, mustached, old gentleman sitting at a table in the Boschetti Restaurant in Tricesimo (Udine). Commander Moretti believed that it was this old gentleman who embodied the character and personality of the actual beer - genuine, traditional and authentic. Commander Moretti didn’t let the opportunity slip but approached the gentleman and asked his permission to take a photo of the man drinking Moretti Beer. When asked what he wanted as a reward the gentleman replied “Cal mi dedi di bevi, mi baste” which in friulano dialect means, “a glass of what I am drinking, is sufficient for me”. They took the photo and it was later published just after the turbulent period of World War II.

The original photos were in black and white, however, Commandor Moretti sent them to Professor Segala, a well-know poster designer with a description of the original colors. Segala then produced a poster that was used for many years in all outlets where Moretti Beer was sold. It was from this poster that famous Moretti Beer label was born. It is interesting to note that when the poster was delivered to Moretti Beer retailers, many people believed that they recognized themselves in the image of the old man, showing that Commandor Moretti had succeeded in individualizing a true and genuine character. Over the years, the old gentleman or Mr. Moretti, as he is now known, has been played by a variety of actors. Later in the 1970’s the famous designer, Bruno Bozzetto, produced a series of cartoons that used Mr. Moretti and his faithful tankard of Moretti Beer. Finally in 2000, Mr. Moretti came to life with a new advertising campaign where he is surrounded by expert contributors to the secret behind the quality and tradition that is Moretti Beer.

Today, Mr. Moretti is played by the famous Italian actor Orso Maria Guerrini. And so the story lives on...