Kicking off the summer of sport, Kronenbourg 1664 has launched limited-edition design cans and packaging to drive sales for the upcoming football season, to celebrate its recent ‘Pour La Victoire’ campaign. 

Available until July 2018, Kronenbourg 1664 is inviting football fans to ‘take home a taste suprême’ with the eye-catching and unique cans, utilising the full potential of the 360 canvas. The striking and vibrant design ensures the Kronenbourg 1664 can packs stand out on the shelf. In keeping with the brand’s long-standing legacy, this new design continues to demonstrate the traditional branding of Kronenbourg 1664, whilst creating further buzz around some of the world’s most renowned sporting events.

Amplified with social and digital support, the cans seek to drive awareness and purchasing intent over the summer. Eric Cantona, as a brand ambassador and global football legend, continues to bring further appeal and iconography, portrayed in the brand’s bold and colourful design.

Toby Lancaster, Category & Shopper Marketing Director, comments:  “Kronenbourg 1664 has become an iconic lager during major championships and football occasions. With 52%* of beer and cider value sales sold over key seasonal periods, our most popular packs have recruited over 800,000 shoppers, delivering more spend uplift as consumers trade up and look for a premium alternative, to toast a special occasion.

“With over 350 years of success, Kronenbourg 1664 has unrivalled insight into the taste of victory so, whatever event they are celebrating this summer, consumers will be able to experience their own victory with Kronenbourg 1664’s well-loved taste and new stand-out design.”

About HEINEKEN in the UK

Headquartered in Edinburgh, HEINEKEN is the UK’s leading pub, cider and beer business. The company owns around 2,900 pubs as part of its Star Pubs & Bars business, and employs almost 2,200 people. We’re passionate about our cider and beer brands and the outstanding service that we offer to our customers. Our unrivalled portfolio of brands includes Foster’s, Heineken®, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout backed by a full range of niche and speciality brands.

*Source: Nielsen Scantrack Total Off Trade

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