Heineken is launching Spain’s leading draught lager, Cruzcampo, into the UK off-trade.
Following an on-trade launch in April, with the beer now available in over 5,000 pubs on draught, Cruzcampo (4.4% ABV) is making its entrance into the off-trade with two SKUs – 4 x 440m (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).
Heineken noted that with increasing demand for Spanish lager in the UK, Cruzcampo is positioned to help retailers tap into this rising trend by offering an authentic taste of Spain at an accessible price point.
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.”
The launch of Cruzcampo will be backed by a UK-wide multi-million-pound marketing campaign across TV and social media.
