Heineken’s Cruzcampo lager brand hits the UK off-trade

Heineken UK has launched Spanish lager Cruzcampo into the UK off-trade.

The brand was launched into the on-trade in April 2023 and is now available through Booker in 4 x 440ml (RRP: £6.25) and 10 x 440ml (RRP: £12.50) formats.

Further formats will be available from September, including a 660ml bottle (RRP: £2.75) and 330ml x 12 pack (RRP: £12.50).

The launch of Cruzcampo will be backed by a UK-wide multi-million-pound marketing campaign in 2024, running across TV and social media.

Category & commercial strategy director – off trade at Heineken UK, Alexander Wilson, 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.”