Staropramen has introduced a new 10x440ml can ‘Fridge Pack’ to meet the increasing demand for multi-pack can formats within the world beer category. According to Circana’s latest report (MAT 7th September 2024), this move reflects a significant trend in consumer preferences.
The Fridge Packs will be available in stores nationwide starting from 17th March 2025. Recent data shows that 30% of shoppers who purchase multi-packs in the world lager category exclusively opt for can formats, highlighting the necessity for innovative food and beverage packaging solutions (source: Circana. beer & cider. MAT 7th September 2024).
Each pack features a new recyclable cardboard sleeve equipped with an easy-to-carry handle and a quick tear-open fold, designed for convenience and sustainability.
To promote the new product, Staropramen will launch a comprehensive marketing campaign. This will include in-store point-of-sale materials, engaging digital assets, and a targeted paid social media strategy.
Moreover, each 440ml can and its outer sleeve will contain a scannable QR code. This code will grant consumers access to exclusive Staropramen content and provide a link to the brand’s website, where they can explore Staropramen’s rich heritage and brewing process.
Bethan Roberts, assistant brand manager at Staropramen, stated: “Shoppers want a pack format that works for them. Adding a mid-size pack to our range enables retailers to provide more choice, ensuring their world lager offering accommodates all shopping habits.”
She further added, “Every pack comes with a scannable QR code to give customers access to exclusive Staropramen content and promotions, as well as insights into the brand’s heritage and brewing processes.”
