At a time in history when everything seems to revolve around performance and image building, the way we sit at the table is also changing profoundly. In fact, for 94% of Italians, a table with friends over a beer is the place where they feel truly free to be themselves: far from expectations and pressures, confirming a shift towards more authentic and genuine moments.

Therefore, there is a growing distance from everything that is contrived, in favour of a simpler and more genuine idea of the table. This orientation translates into a greater focus on the authenticity of the experience: for a dinner with friends, almost one in two Italians (49.2%) chooses settings where they feel at ease, followed by simple venues (45.4%) and a genuine and tasty menu (42.5%), with generous portions, preferably to be shared.

At the same time, excessive sophistication is increasingly perceived as a limitation: 86.6% of Italians believe that it can compromise the dining experience, and 40.7% point out that increased complexity reduces spontaneity. This confirms a clear trend towards a return to the substance and the most authentic pleasure of the Italian table.

This is what emerges from an unpublished survey conducted by AstraRicerche for Birra Moretti, which explores a renewed need among Italians to experience eating in a more authentic way in the construction of relationships and memories. The brand wanted to celebrate this meaning with the event “Milano mangia come piace a noi” (Milan eats the way we like it), held on 14 May 2026 at Pizza Stella, together with content creators Niccolò Califano and Margherita Pontecorvo: an evening without too many complications, where a slice of pizza and a beer become the perfect combo to enjoy the moment. The experience was made even more memorable by the first distribution of Birra Moretti t-shirts and tote bags and by a photo opportunity that allowed everyone to become the iconic Birra Moretti moustache for one evening.

The initiative is part of the new communication platform “Mangiare come piace a noi“, which invites people to experience food simply, without too many formalities, with a Birra Moretti always at the centre of the shared experience.

“The data highlights an important cultural change: today, people are looking for more genuine, simple and informal moments, and are rejecting excessive sophistication that risks compromising the dining experience. It is from this awareness that ‘Mangiare come piace a noi’ was born, Birra Moretti’s new communication platform: a project that celebrates the authentic pleasure of the Italian table, where quality food and beer meet in a natural way, without formalities – says Michela Filippi, Marketing Director of HEINEKEN Italia – For us, it is the logical evolution of a path that Birra Moretti has always pursued with the world of food, a commitment that has been consolidated over time and that today finds a new expression, even more in line with the cultural changes taking place, with the aim of being part of a quality experience that brings the table back to the centre, made up of sincere gestures and authentic moments, without complications, allowing you to fully enjoy the food and the shared moment”.

Italians seek less formality, they prefer moments free from superstructures

An evening with friends becomes truly unforgettable when informality prevails. In fact, for 56.5% of Italians, the absence of formality is the key element. The way these moments are experienced also confirms this: 48.7% of respondents say they feel free without too many worries, and 43.4% emphasise the importance of putting their phones aside to fully dedicate themselves to friends and family. This need is even more evident among the youngest, with 43% of Gen Z highlighting the need to disconnect in order to experience the moment around the table in a more authentic and conscious way.

.This evolution is also reflected in personal desires: more than one in three Italians (37.4%) would like to enjoy more simple moments. A change that is cultural rather than behavioural.

What are the most memorable stories? Those made up of spontaneity, true friends and good food

In this scenario, the meaning attributed to the most memorable stories also changes: for 93.9% of Italians, they arise from spontaneity around simple and authentic food; for 91.8%, the best stories are those that arise from the unplanned; and for 90.9%, they are those destined to remain in the memory rather than on social media. Thus, the value shifts: it no longer lies in living a constructed experience, but in enjoying the meal with authenticity, letting the beer accompany and enhance the informality of the moment.

Beer, the protagonist of simple and authentic moments

The table remains a central space for connection and sharing, where what we eat and drink speaks volumes about our identity for 87.3% of Italians. In this context, Birra Moretti fits naturally into moments of sharing around food: for 90%, beer represents the essence of simple and authentic moments, for 86.6% it helps create a relaxed and informal atmosphere, and for 84.1% it is a typical element of informal gatherings with friends. Beer is not just a regular presence, but it fits seamlessly into this new way of experiencing the table. For this reason, Birra Moretti, with its Italian tradition and genuine spirit, confirms itself as the ideal companion for the everyday table: one made of good things, without complications.

“Eating as we like”: a tribute to authentic and informal Italian dining.

In this context, Birra Moretti strengthens its positioning by celebrating what truly matters: the simplicity of Italian cuisine. “Eating as we like” thus becomes a true point of view, told with irony through the game of “less/more”: “Less appetizers, more bucatini,” “Less gourmet, more crocchè,” “Less spiegoni, more skewers”. At the heart of it all, a clear idea: the best moments are those without constructions.

After Milan, the format continues with new stops designed to highlight the most authentic places of Italian conviviality: on May 27th in Naples at Masardona Friggitoria, together with Stefano Maiolica, and on June 18th in Rome at Margherita – Osteria alla Scrofa, with Ruben, to continue sharing, through concrete experiences, the most genuine pleasure of being together, toasting with a Birra Moretti.