Heineken UK is set to excite the tastebuds of lager drinkers with the launch of Spain’s number one draught lager, Cruzcampo into the off-trade. Cruzcampo (4.4% ABV), with 119 years of brewing heritage, has a supremely balanced flavour of malty sweetness and soft bitterness.
Following a successful on-trade launch in April, with the beer now available in over 5,000 pubs on draught, Cruzcampo makes its entrance into the off-trade with two SKUs – 4 x 440ml: RRP: £6.25 and 10 x 440ml: RRP: £12.50 in Tesco, Booker and OneStop. The packs will have a striking on-shelf presence, featuring cues from Seville, the home of Cruzcampo.
Further formats will be on-shelf from September, including a 660ml bottle, RRP: £2.75 and 330ml x 12 pack, RRP: £12.50.
In the face of cost-of-living increases, 29 per cent of UK consumers say they’ve reduced their spending on alcohol. Cruzcampo offers all the advantages of Spanish premium beers yet is available at a more affordable price, providing consumers with a great quality experience that trades them up into mainstream premium. With an increasing demand for Spanish lager in the UK, Cruzcampo is positioned to help retailers tap into this rising trend by offering an authentic taste of Spain at an accessible price point.
Alexander Wilson, Category & Commercial Strategy Director – Off Trade, Heineken UK, said: “Mainstream lager makes up 38 per cent of total Beer value but has lacked innovation in recent years. With almost half of premium and world lager growth since covid (43 per cent) coming from Spanish brands, we see an opportunity to launch Cruzcampo as an affordable trade-up option for lager drinkers who enjoy discovering new experiences. The launch of Cruzcampo in the on-trade has been extremely popular as consumers seek out authentic Spanish beers and we’re looking forward to replicating this success in the off-trade.”
The launch of Cruzcampo will be backed by an unmissable UK-wide multi-million-pound marketing campaign, across TV and social media.