HEINEKEN UK brings taste of Seville to UK with brand new Cruzcampo Sevilla Orange innovation

HEINEKEN UK is introducing a brand-new variant from the UK’s fastest growing beer brand, Cruzcampo^[1]. Cruzcampo Sevilla Orange, a crisp and refreshing 3.3% ABV lager brewed with the distinct zesty flavour of Seville Oranges, will be available across grocery and convenience channels from this March in 4x440ml can format.

Since launching in August 2023, Cruzcampo now commands a 2.7%^[2] value share of the beer category and with the flavoured and fruit beer segment growing +12.4% year-on-year^[3], introducing Cruzcampo Sevilla Orange provides a credible, premium option that gives retailers an opportunity to further capitalise on the brands popularity. The latest innovation also provides a solution to consumers looking for balance and moderation, with 1 in 3 shoppers looking to the flavoured beer category for a ‘lighter’ drink offering^[4].

The new variant is a natural extension to the Cruzcampo portfolio, inspired by its hometown of Sevilla where it originated in 1904, a city home to more orange trees than anywhere else in the world.  Cruzcampo Sevilla Orange is a celebration of the brand’s authentic heritage while meeting rising consumer demand for premium flavoured beer.

With two-thirds of shoppers open to flavoured beer^[5] but often worried it will be overly sweet, Cruzcampo Sevilla Orange delivers a perfectly balanced solution. Blending Cruzcampo’s refreshing pilsner profile with subtle notes of Seville orange flavour, the result is a hoppy aroma with zesty citrus notes, creating a lager that’s light, crisp and beautifully sessionable.

Alice Batsford, Cruzcampo Senior Brand Manager comments: “Shoppers are increasingly looking for premium lagers that deliver great quality while still offering value for money. With the introduction of Cruzcampo Sevilla Orange we’re able to bring a vibrant new flavour to our range — a refreshing lager that suits evolving consumer trends without compromising on taste and quality.

“With the launch of Cruzcampo Sevilla Orange, we’re staying true to the brand’s authentic Sevillian roots while introducing a flavour that feels both distinctive and naturally aligned with our heritage. It’s an exciting step that builds on the momentum behind Cruzcampo and gives retailers a fresh opportunity to tap into growing demand for flavour-led options.”

Cruzcampo Sevilla Orange will feature as part of the multi-million-pound ‘Choose to Cruz’ master-brand campaign, live on TV, digital, social & OOH from May through the summer 2026. The launch will also be supported by a nationwide sampling campaign, bringing the taste of Sevilla to high-footfall locations across the UK.

Available from March 2026 in the Off-Trade, the product will hit a handful of stores in distinctive orange-netted bags, driving standout on-shelf and immediate shopper recognition.

Retailers can find out more about how to maximise their beer category sales by visiting HEINEKEN UK’s Star Retailer platform at www.starretailer.co.uk/. The Star Retailer scheme is an acclaimed, industry-acknowledged loyalty scheme providing beer and cider category guidance tailored for convenience stores. The scheme encourages the development of a profitable and trending beer and cider range and offers rewards which increase based on their level of participation.