Spanish lagers are in 73% growth and account for one in every five pints sold in the UK on-trade1. Cruzcampo is positioned to help operators tap into this rising trend while offering a great quality experience at the price of mainstream lager. A well-balanced lager with 119 years of brewing heritage, Cruzcampo offers an authentic taste of Spain as the country’s most popular draught beer2.
The launch of Cruzcampo sees Heineken UK continue its commitment to support the on-trade, helping operators meet consumer needs. Holidaymakers returning from Spain, particularly from the Cruzcampo home of Seville, have been calling for the brand to be brought to the UK and even reached out on social media asking for it to be launched here. Serve the ‘Taste of Sevilla’ with Cruzcampo on draught by offering your customers an affordable treat which taps into the Spanish culture of taking life as it comes, relaxing, and spending time with friends and family.
Premium at a mainstream price
Trade up from classic brands into mainstream lager continues as drinkers look to treat and reward themselves with a more premium experience but at an accessible price point. Heineken UK’s launch of Cruzcampo offers all the advantages of a Spanish premium beer at an affordable price, adding value to a pub’s beer offering by providing consumers with a great quality experience that trades them up from classic lager brands.
Cost of living
In the face of cost-of-living increases, 29% of UK consumers say they plan to reduce their spend on alcohol3, while eight out of ten say that inflation is impacting their on-trade visits in some way4. However, it’s not all bad news. 60% say they are going out the same or more frequently5.
Although many have reduced their alcohol intake, when compared with more expensive pleasures it’s still a cost-effective treat. More than ever, we’re seeing a greater emphasis on ‘smart spending’ to maximise the return from disposable income. Beer is benefitting from this, as the pint offers greater value for money than smaller serves such as a spirit and mixer6.
Cruzcampo creates an opportunity for operators to grow revenue thanks to its premium credentials, accessible price point and by tapping into consumer demand. The launch of Cruzcampo® offers consumers the chance to discover a new brand, and expand their horizons with a taste of the Mediterranean sun.
Premium experience
Matt Saltzstein, Heineken UK beer brand unit director says: “Mainstream lager has the highest number of drinkers across all beer categories, accounting for one in every three pints7.
“While some consumers may have to make their money work harder, they still want to discover new brands that feel special8.
“Offering a premium experience but at a mainstream price point on the bar is critical to meeting these demands. Cruzcampo is an affordable trade up option for lager drinkers who enjoy discovering new experiences and brands.”
Find out more about Cruzcampo by clicking here.
[1] CGA OPUS Volume MAT Total GB Premium and Mainstream Draught Lager, 25.2.23
[2] Nielsen Spain FY data 2022
[3] KAM Media Online Consumer Survey for Heineken February 2023
[4] Toluna Survey, 19th December 2022, N=363).
[5] CGA Cost of Living Consumer Pulse (1,030 UK&I Consumers) November 2022
[6] Toluna Survey, 19th December 2022, N=363
[7] Heineken Study – Mondayproject Dec 22
[8] KAM Media Beer Drinking Habits, Jan 2022
