Ulisse_mar

READY FOR EXPO
There are about 140 countries which will
shortly find an ideal location to meet up
at the sumptuously decked table of Expo
Milano 2015. There will be discussions
on the future of food and, hand in hand
with that, the future of the entire planet.
The theme is wonderfully current and
extraordinarily rich in ideas. The event
was not created merely for its economic
scope but also, and above all, to act as
an unmissable cultural event, stimulating
discussion on the major contradictions in
terms of food that are splitting the planet
along both its latitudinal and longitudinal
axes. After a long wait, the debate is
about to begin, the Universal Exhibition
is about to open its doors.
A MEMORABLE EVENT. A GREAT
ITALIAN BEER
It is no coincidence that Birra Moretti has
earned the role of Official Beer Partner
at Expo Milano 2015. Its Italian spirit,
authenticity of taste and high sustainable
quality are the values that help it stand
out and make it unique.
And this has always been the case, since
its very creation, way back in 1859, when
the first cook took place in Udine. And
these are the cornerstones on which the
partnership with Expo is based, in perfect
harmony with its values, summarised in
the emblematic and by now well-known
slogan ‘Feeding the Planet, Energy for
Life’. Being a beer at Expo means first
of all abiding by the guiding principles.
These include social responsibility,
“which involves putting principles of sustainability
in place in the design, implementation
and management of the event,
the aim being to minimise the environmental
impact, allowing all stakeholders
involved to take part in a truly sustainable
experience, serving as an example
for future events”. And Birra Moretti
plays its role. The proximity of its production
site in Comun Nuovo (Bergamo)
to the event venue (not even 60 km away)
will make it possible to minimise the time
from production to the place of consumption,
meaning the beer is produced in a
local logic (km 0 criterion). This is no
small thing. It is a benefit that will allow
millions of visitors to taste freshly-produced
Birra Moretti, and to appreciate it
at the peak of its fragrance and freshness.
Official Beer Partner
A GENUINE STORY!
With an exquisitely Italian DNA, Birra
Moretti is still produced according to traditional
rules and using guaranteed raw
ingredients and a special, prized blend of
hops and malt that gives it a unique aroma.
This 100% Italian authenticity and this absolute
respect for tradition, an element that
is also well expressed by the ‘new look’ of
the beer since the beginning of 2015, are
certainly two of the main factors that have
enabled it to win over the palates and consequently
find a place in the hearts of millions
of consumers around the world.
I.P.
ULISSE MARZO 2015 57