Heineken UK has launched Spain’s draught lager, Cruzcampo, into the off-trade. Following a successful on-trade launch in April, with the beer now available in over 5,000 pubs on draught, Cruzcampo, makes its entrance into the off-trade with two SKUs - 4 x 440ml: RRP: £6.25 and 10 x 440ml: RRP: £12.50 in Tesco, Booker and OneStop.
Further formats will be on-shelf from September, including a 660ml bottle, RRP: £2.75 and 330ml x 12 pack, RRP: £12.50.
In the face of cost-of-living increases, 29% of UK consumers say they’ve reduced their spending on alcohol. According to Heineken UK, Cruzcampo offers all the advantages of Spanish premium beers yet is available at a more affordable price, providing consumers with a great quality experience that trades them up into mainstream premium.
Alexander Wilson, Category & Commercial Strategy Director – Off Trade, 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.”