I picked up a bottle of Moretti’s Doppelbock while I was getting a Godmother at Bay Cities. I used to drink their pale lager every once in a while with a college friend who had studied abroad in Italy.
She used to drink it at the bars there, surrounded by old, mustachioed Italians who looked exactly like the guy on the label. This isn’t too surprising, considering their logo was meant to capture the essence of the Italian Everyman. Sort of like the Italian version of Bud Man or Barry Duffman.
From Birra Moretti’s website:
One day Commander Leo Menazzi Moretti saw a nice, moustached, 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 Birra Moretti. 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 2.
Over the years, the old gentleman or Mr. Moretti, as he is now known, has been played by a variety of actors and later in the 1970’s the famous designer, Bruno Bozzetto, produced a series of cartoons that used Mr. Moretti and his faithful tankard of Birra Moretti. 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 Birra Moretti. Today, Mr. Moretti is played by the famous actor Orso Maria Guerrini.
La Rossa pours a nutty amber brown. Sweet, caramelly malt smell and a bit bready. I did a great job pouring, an inch of head settled down to a thin film that perfectly covered the murky brown beer. Nice taste, malty and nutty. Tastes better cold.
- Appearance: 2.5/3
- Aroma: 8.5/12
- Palate: 3/5
- Flavor: 15/20
- Overall: 7/10
Rating: 3.6
Dave, that’s a great post. I’ve got a softspot for Moretti La Rossa. Sure, it isn’t the most subtle or sophisticated of beers, but when I was drinking it in a quiet square in Venice last summer, I was in heaven. Thanks for relating the story of how the wonderful Moretti “old man” picture came about. Great stuff.
Just realised you link to me – I’m going to reciprocate right now. This is a great blog.
Cheers
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