Warm weather gives people a reason to visit pubs and bars, so take the opportunity to ensure your range is ready for the summer and up to date with the latest beer trends. With the taste for Mediterranean lagers growing and new launches driving excitement in the category, look to brands like Spanish beer Cruzcampo®, to drive sales.
Within the beer category, world lager was the standout performer in 2023, driving 11% growth in volume and 15% growth in value. It now holds the biggest share in the beer category with more than a quarter (27%) of the market. We expect this trend to continue through 2024, driven in no small part by the growing taste for authentic Spanish brands, as pub-goers look to recreate their holiday experiences when back in the UK.
In fact, Spanish lager has grown an impressive +34.9% in value MAT over the past year and accounts for one in four pints of total draught premium and world lager sold in UK pubs and bars.
Biggest brand launch in the past decade
Born in Seville in 1904, Cruzcampo® was launched into the on-trade last spring by HEINEKEN UK in response to this increasing demand for Spanish lager among drinkers.
The impact Cruzcampo® has already had in the UK on-trade since launch has been unprecedented. Now pouring in over 10,200 outlets, it is the 14th largest draught brand and the biggest brand launch in the beer, wine and spirits category in over a decade – remarkable considering it’s been on the market for less than a year.
Featuring a light, fruity aroma, Cruzcampo® has a balanced flavour of malty sweetness and soft bitterness. Made to be shared, this light-bodied 4.4% ABV beer is refreshing when enjoyed on its own or perfect to pair with slightly salty food. Operators can therefore further drive appeal by highlighting Cruzcampo® on food menus and pairing with a Spanish dish to create excitement and drive sales.
As the number one draught brand in Spain, Cruzcampo® is a brand that already has a lot of positive sentiment from consumers ‘in the know’. Holidaymakers, particularly from the Andalucia region, had been calling for Cruzcampo® to be brought to the UK well before it was launched last year. This existing love, combined with the huge demand for Mediterranean lagers, has resulted in great early success for operators stocking the brand, and this momentum looks set to continue.
Offering authentic experiences
Feedback from pubs and bars who already list Cruzcampo®, and their customers, is that the branding has also played a part in its success. This is a beer that really stands out on bars, with a sleek font design and eye-catching glassware, both of which speak to the Spanish heritage of the beer.
Great value and authenticity are also key to the success of Cruzcampo®. During the current cost-of-living crisis, people are going out less, with 34% of consumers having cut down their monthly spend on eating and drinking out but looking to treat themselves when they do. In fact, 71% of consumers see eating and drinking out as the treat they look forward to most .
With its premium credentials but accessible price point, Cruzcampo® is ideally placed to help grow sales as customers hunt for drinks that they feel deliver value for money. No doubt this position in the market and the current appetite for authentic Spanish beers, has helped Cruzcampo® become the fastest growing lager in the UK .
To keep up this momentum and further support stockists, HEINEKEN UK has launched its first significant marketing campaign for Cruzcampo®. This includes TV spots, digital ads at travel hubs and in city centres, and support on social media to make the brand unmissable across the nation. With a £10m campaign investment, consumer awareness is only going to grow from what is already a strong base and we anticipate demand for Cruzcampo® in the on-trade to be strong this summer and beyond.
Driving awareness through PoS
To help pubs and bars drive awareness, as part of the campaign, new marketing materials will be available via the Eazle platform. This will include Sevillian-themed garden kits with orange trees, cushions, blankets and ceramic tile coasters.
For operators interested in working closer with HEINEKEN UK and to find out more information about Cruzcampo®, head to eazle.co.uk/huk/en/cruzcampo. On top of this, access exclusive discounts and services, including savings on Fanzo membership to support pubs showing sport this summer, money off garden furniture, and discounted fees with no overweight costs through waste management service, Biffa.
