Staropramen celebrates launch of new multipack and return of ‘Prague Expert’ campaign

Staropramen, the number one Prague beer, is celebrating the launch of its new 4x440ml can multipack, and the return of its “The Prague Expert” campaign.

New 4x440ml packs of Staropramen will roll out in stores from April, with cans encased in a recyclable cardboard sleeve, meaning the pack is completely plastic free. The launch caters to increasing demand for multipack formats in the world beer category.

As part of the brand’s new connected packaging, scannable QR codes will also appear on both the can and sleeve, enabling consumers to engage in a brand-new, mobile first experience, featuring new and exclusive Staropramen content.

The launch will be supported by both paid and organic social media activity and point of sale materials in store.

To further build on the brand’s momentum, Staropramen has also invested more than £1million in the return of its “The Prague Expert” ATL campaign this year with its global brand ambassador, UNICEF ambassador Orlando Bloom. The campaign includes 30-second and 75-second ads played across Video-On-Demand and Cinema.

The announcement builds on Staropramen’s continued growth in retail and its high-profile partnerships with UNICEF ambassador Orlando Bloom, and Everdure by Heston Blumenthal in the last year.

“The world beer category continues to grow, as does the share of multipack formats within the category, with the 4x440ml format accounting for 10 per cent of total category sales, as consumers look to enjoy world beer during at-home social occasions,” said Jo McCarthy, Senior Brand Manager – Staropramen, at Molson Coors Beverage Company.

“The launch of Staropramen 4x440ml multipacks will help retailers tap into this demand and drive incremental sales as we head into the spring and summer months. Retailers should consider how they can activate the multipacks alongside food. Staropramen pairs well with classic Czech dishes like roasted pork, sauerkraut, and dumplings, as well as a variety of grilled meats, seafood, spicy dishes, and milder cheeses like mozzarella. Make sure to utilise offers and bundles around summer occasions and events to generate interest and give shoppers everything they’re looking for when planning at home occasions.”