Said to be the first new glassware introduced for Kronenbourg 1664 in more than a decade, the pint glass has a distinctive shape designed to maximise the taste of the beer by ‘funnelling’ the aroma towards the consumer. The Strisselspalt hops from Alsace are also depicted on the glass.
The roll out of the glassware coincides with the new A Taste Supreme ad campaign featuring French football legend Eric Cantona toasting the hop farmers of Alsace with a pint of Kronenbourg 1664.
Lawson Mountstevens, managing director on-trade at Heineken, said the glassware is designed to “enhance the consumer drinking experience”.
“We set out to create a glass to complement the brand’s premium quality and maximise the enjoyment of drinking Kronenbourg 1664,” he said.
“Branded glassware is an immensely important selling tool for our brands and our customers as it optimises in-outlet quality and adds genuine value to the pub-going experience.”
New glassware is also being rolled out for Pilsner Urquell.
The new-look tankard features Pilsner Urquell branding and, according to Miller Brands, has been designed to drive awareness in bars. The glassware will be rolled out next month along with a new font for the Czech beer and the Taste Akademie bar staff training programme.
Sam Rhodes, director of customer marketing at Miller Brands, said: “We have launched this new programme to highlight the unique taste profile of Pilsner Urquell and help outlets to encourage consumers to trade-up.
“Fonts and glassware play a key role in this.”
Image – Football legend Eric Cantona toasts the hop farmers of Alsace in the new Kronenbourg ad.