Birra Moretti is Friuli's best-known industrial export. The brewery was founded in Udine in 1859 and stayed in the city for a century and a half. The original site northeast of the centre is largely gone — production now happens elsewhere — but the brand and the image of the man with the moustache remain a Udinese point of pride.
A small commemorative monument stands near the former brewery site, and most osterie in town will serve the beer on tap.