Heineken UK reveals exclusive on-trade launch

The firms senior brand manager, Christopher Buckwell, told The MA​ while the positioning of Cruzcampo is a mainstream premium lager, the serve presents a “nice opportunity” for operators to draw in consumers looking for “premiumisation at an affordable price point”.

He said: “Heineken UK is really pleased to announce it’s bringing Cruzcampo, the number one draft beer in Spain, over to the UK.

“[Cruzcampo] offers consumers an opportunity to taste something really authentic, a really great quality beer with lots of heritage, but at a price point that isn't going to break the bank.

A bit of discovery 

“We know this year is going to be all about getting consumers back in the pub and having something on the bar that offers them a bit of discovery and feels like a real treat, but is a bit more affordable, is going to be really important this year.”

Recent figures from CGA showed Spanish lager has increased in popularity, having grown 73% in the premium and mainstream lager category as of February this year, with one in five lagers served in the UK on-trade now Spanish.

“UK life can feel quite rushed and Spain is the perfect antidote to that; it’s warm, it’s colourful, it’s relaxed. Cruzcampo fits in that occasion of ‘carefree time’, Buckwell continued.

Though it is not just consumers seeking Spanish lager, Buckwell stated a number of outlets had contacted the brand recently asking when Cruzcampo, which he described as a “refreshing” lager best-served “ice-cold”, would be introduced in the UK.

He added: “In the last six months we've had quite a few people reach out to us with the rise of Spanish lagers on our corporate Facebook and Twitter account and say ‘we'd love to get Cruzcampo on the bar’.”

Taste of Spain 

Heineken UK will support pubs and bars looking to stock Cruzcampo with PoS material as well as a multi-million-pound campaign, including social media and tv adverts, to bring the lager “into the hearts and minds of UK consumers”.

In addition, the launch will include a competition for operators to win everything they need to host a Spanish night at their pub, including food and entertainment.

Buckwell added: “[Southern Spain] is a hugely popular tourist destination for Brits.

“When they come back, they've almost got this taste of Spain on their lips that they then can't find anywhere in in the UK and Cruzcampo offers an opportunity to have that taste of Spain at home.”