Heineken brings Cruzcampo lager into convenience sector following foodservice launch

Heineken UK has launched Spanish lager Cruzcampo into the off-trade through Booker and One Stop, following a foodservice launch earlier this year.

Cruzcampo is the number-one draught lager in Spain according to Nielsen figures, and 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.

Read more: Heineken to take full ownership of Beavertown Brewery

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 next year.

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via paul.hill@newtrade.co.uk and 07960935659.


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