Following a successful on-trade launch in April, Cruzcampo is expanding its presence in the market with the introduction of two new SKUs in the off-trade. These SKUs include a package of 4 x 440ml size priced at £6.25 and a larger package of 10 x 440ml size priced at £12.50. Consumers can find these products available at Tesco, Booker, and OneStop.
The packaging for these SKUs will be visually appealing, drawing inspiration from Seville, the birthplace of Cruzcampo beer. This design will catch the eye of shoppers and ensure a strong on-shelf presence for the brand.
Alexander Wilson, the category and commercial strategy director for the off-trade at Heineken UK, comments on the launch, stating, “Mainstream lager makes up 38% of total beer value, but it has lacked innovation in recent years.” Recognizing the growing trend of Spanish brands contributing to the growth of premium and world lagers since the COVID-19 pandemic, Wilson sees an opportunity to position Cruzcampo as an affordable alternative for lager drinkers who are seeking new experiences.
The on-trade launch of Cruzcampo has been met with great popularity as consumers increasingly seek out authentic Spanish beers. Heineken UK aims to replicate this success in the off-trade with the introduction of Cruzcampo.
In conclusion, Cruzcampo’s entrance into the off-trade market signifies a strategic move to tap into the demand for innovative mainstream lagers. With its visually striking packaging and affordable trade-up option, Cruzcampo aims to captivate lager drinkers and provide them with a unique and authentic Spanish beer experience.
[Image: Cruzcampo packaging](https://d2td6mzj4f4e1e.cloudfront.net/wp-content/uploads/sites/9/2023/08/Cruzcampo3.jpg)
[Image: Alexander Wilson, category and commercial strategy director – off trade, Heineken UK](https://d2td6mzj4f4e1e.cloudfront.net/wp-content/uploads/sites/9/2023/08/Cruzcampo2.jpg)
