UK: Heineken launches Spanish lager Cruzcampo in the off-trade

Cruzcampo (4.4% ABV), which is the number-one draught lager in Spain according to Nielsen figures, has launched to convenience stores via Booker and One Stop. It is initially available in 4x440ml and 10x440ml multipacks, with respective RRPs of £6.25 and £12.50.

Additional formats will be launching in September, including a 660ml bottle (RRP £2.75) and a 12x330ml bottle multipack (RRP £12.50).

The supplier says the beer offers consumers a premium beer at an affordable price point, in the wake of a survey in which 29% of UK consumers say they’ve reduced their spend on alcohol.

Alexander Wilson, category & commercial strategy director – off-trade at Heineken UK, said: “Mainstream lager makes up 38% of total Beer value but has lacked innovation in recent years. With almost half of premium and world lager growth since Covid (43%) coming from Spanish brands, we see an opportunity to launch Cruzcampo as an affordable trade-up option for lager drinkers who enjoy discovering new experiences. The launch of Cruzcampo in the on-trade has been extremely popular as consumers seek out authentic Spanish beers and we’re looking forward to replicating this success in the off-trade.”

The launch of Cruzcampo will be backed by a nationwide multimillion-pound marketing campaign across TV and social media in 2024.