History. Birra Moretti was founded in 1859 by Luigi Moretti in Udine, which at that time was still part of the Austrian Empire, as the Beer and Ice Factory. The first bottles went on sale in 1860. The company was initially expected to produce 250,000 litres of beer a year, enough to meet the provincial demand.The company was initially expected to produce 250,000 litres of beer a year, enough to meet the provincial demand.The company was initially expected to produce 250,000 litres of beer a year, enough to meet the provincial demand.