HEINEKEN UK has announced that it is launching Spain’s number one draught lager, Cruzcampo®, across the UK this week with the launch supported by a multi-million-pound marketing campaign, across TV and social media.
Brewed in the UK, Cruzcampo® 4.4% ABV lager is exclusively available on draught. And, in the face of cost-of-living increases, with 29% of consumers saying that they have cut their spend on alcohol, HEINEKEN UK say it comes with an accessible price point.
In Scotland, HEINEKEN UK have revealed that Spanish lagers are in 138% growth and account for one in every seven pints sold in the Scottish on-trade, and for for over one-fifth of premium beers served. It means, say HEINEKEN UK, that Cruzcampo® “has all the advantages of Spanish premium beers at an affordable price, providing consumers with a great quality experience that trades them up from classic lager brands while remaining accessible.”
Matt Saltzstein, HEINEKEN UK Beer Brand Unit Director says, “The launch of Cruzcampo® will see HEINEKEN UK continue its commitment to support the on-trade, helping operators meet consumer needs. Holidaymakers returning from Spain, particularly from the Cruzcampo® home of Seville, have been calling for the brand to be brought to the UK and even reached out on social media asking for it to be launched here. As the number one draught beer in Spain, Cruzcampo® will serve customers the ‘Spirit of Sevilla’ by bringing friends and family together for some relaxing quality time.”
“Mainstream lager has the highest number of drinkers across all beer categories, accounting for one in every three pints. While some consumers may have to make their money work harder, they still want to discover new brands that feel special. Offering a premium quality experience but at an accessible price point on the bar is critical to meeting these demands. Cruzcampo® is an affordable trade up option for lager drinkers who enjoy discovering new experiences.”
As well as the significant above-the-line and social media spend, Cruzcampo® bar stand out is supported with will fount design, glassware and POS. To further support operators, Cruzcampo® will be running a prize promotion until 14 May wihere the winning can host a mighty one-night-only fiesta for its customers, transporting them to Spain with food, entertainment, and a true Spanish lager in hand.