Move over split the G, it’s time for the Moretti man to shine!🍺

First, it was Guinness and "Split the G". Now Birra Moretti drinkers are 'Setting the Table' by lining the beer up with the table in the Moretti man's hand on the glass.It's a good reminder that, in beer, the glassware is often just as much a brand asset as the liquid inside it.

The drinks brands that become a big part of culture are the ones that give consumers something to interact with, whether that's a ritual, a serve or a moment worth sharing. Even more importantly, the best ones aren't forced by marketers, they're picked up by consumers because they're simple and add a bit of theatre to the drinking experience.

Of course, not everyone's into it - with many pointing out that in this economy, a £7 pint should be enjoyed as one likes! However, therein lies the beauty of these moments. Birra Moretti doesn't need everyone to get involved. The conversation belongs to consumers, not the brand. The challenge facing brands here isn't getting involved (or not getting involved) in viral trends, it's recognising the ones consumers create for you and knowing when to join the conversation.