Cruzcampo, originally hailing from Seville, Spain, now plays a vital role in the Heineken portfolio and is readily available in UK pubs, bars, and supermarkets.
Acquired from Guinness in 2018, Cruzcampo made its debut in the UK market in 2023. Since then, it has rapidly established itself within the on-trade sector.
The newly launched lager boasts a 3.3% ABV and is infused with the distinctive flavor of Seville oranges, packaged in 4x440ml cans.
To support this launch, Cruzcampo Sevilla Orange will be promoted through a multi-million-pound ‘Choose to Cruz’ master-brand campaign, set to run across television, digital, social media, and out-of-home channels starting in May and continuing throughout the summer.
“Shoppers are increasingly looking for premium lagers that deliver great quality while still offering value for money,” stated Alice Batsford, Cruzcampo senior brand manager.
“With the introduction of Cruzcampo Sevilla Orange we’re able to bring a vibrant new flavor to our range — a refreshing lager that suits evolving consumer trends without compromising on taste and quality.
“With the launch of Cruzcampo Sevilla Orange, we’re staying true to the brand’s authentic Sevillian roots while introducing a flavor that feels both distinctive and naturally aligned with our heritage. It’s an exciting step that builds on the momentum behind Cruzcampo and gives retailers a fresh opportunity to tap into growing demand for flavor-led options.”
Heineken describes this latest variant as a “natural extension” of the Cruzcampo portfolio; ‘Sevilla Orange’ honors the beer’s origins, first brewed in 1904.
Sevilla, located in Andalusia on Spain’s southern coast, is renowned for having the highest number of orange trees globally.
Nielsen reports that Cruzcampo now commands a 2.7% share of the UK beer market. Heineken is strategically positioning this release ahead of spring to capture a significant portion of the rapidly growing flavored and fruit beer segment, which is currently expanding at 12.4% year-on-year.
