The courage to resist: Heineken’s attack in June 2015
It all started in June 2015, when the global giant Heineken decided to point the finger at Brewery Lara, accused of marketing a beer named “Moretta”.
But there were no aggressive marketing strategies or attempts at imitation behind that name: the “Moretta” was simply a tribute steeped in affection, created to celebrate the physical characteristics of one of the four Lara sisters to whom the entire range of beers is dedicated. The bottle featured an image of a dark-haired woman; moreover, the beer was indeed a dark beer. So the name Moretta has a double meaning: it was the family pet name for one of the four sisters, but it also fitted perfectly with the dark beer and the dark-haired female figure depicted on the label.
The triumph of common sense: The victory of artisanal passion over the logic of corporate giants
Fortunately, that dark cloud has now lifted. The affair ended with Heineken’s management backing down, forced to face the evidence and the complete good faith of the Tertenia brewery.
This is much more than the settlement of a dispute: it is a magnificent collective victory. A vindication that belongs to all the small and medium-sized Sardinian businesses that fight every day against a cold and standardised global market. The Lara Brewery has shown that genuine passion, dedication and the deep-rooted stubbornness of our culture can overcome the logic of the giants.
Complete items:
https://www.fermentobirra.com/quella-moretta-che-per-heineken-ha-il-baffo/?utm_source=chatgpt.com
https://www.vistanet.it/ogliastra/2015/11/09/tertenia-birra-lara-heineken