Following the success of limited edition Eric Cantona packs, Heineken is launching new Kronenbourg 1664 packs, featuring Alsatians.

Available now, the ‘Alsace-tians’ from the latest marketing campaign appear across the secondary packaging of most Kronenbourg 1664 SKUs.

Craig Clarkson, category and trade marketing director, said: “Kronenbourg 1664 is delivering fantastic growth this year – bringing £10.5m in value to the category (Nielsen, Premium Lager, Value Sales YTD). Our recent limited edition packaging, featuring Eric Cantona, was an incredible success – generating a huge excitement from our shoppers. Our new On-Pack promotion, featuring the Kronenbourg ‘Alsace-tians’ from the TV advert, will be sure to generate great interest in the market, whilst reinforcing our premium credentials and increased standout.”

The ‘Alsace-tians’ on-pack promotion, offers shoppers thousands of chances to win a variety of prizes, including a trip for four to the Alsatian mountains, mini fridges and bottle openers.

The ‘Alsace-tians’ on-pack promotion, offers shoppers thousands of chances to win a variety of highly desirable prizes, including a trip for four to the Alsatian mountains, mini fridges and bottle openers – perfect to enjoy A Taste Suprême.

[1] Nielsen, Total Coverage, Volume sales YTD, 11.06.16

[2] Nielsen, Premium Lager, Value Sales YTD