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New look for Kronenbourg 1664
Heineken UK has given its Kronenbourg 1664 beer a bit more Gallic panache as part of a major marketing push for the brand.
The beer’s French credentials have been freshened-up with the launch of ‘Kronenbourg 1664 with Draught Système’ – an evolution of its canned lager innovation in the off-trade and a change of name from ‘Kronenbourg 1664 with Dynamo Système’.
The system currently accounts for 12% of total Kronenbourg 1664 off-trade volume sales.
Lucas Bergmans, senior brand manager of Kronenbourg 1664 at Heineken UK, said: “The premium lager category continues to remain in growth and the new look for Kronenbourg 1664 within the off-trade aims to bring more shoppers’ attention to the brand, which is also proving so popular in the on-trade.
“We estimate a £180 million retail opportunity for the brand per year, given premium lager consumers drink more often at home, and our new superior on-shelf branding will help make this opportunity a reality.”
Ben McFarland, 16.07.2010