It is already the number one draught beer in its native Spain – and Heineken UK is confident that Cruzcampo will now be a hit in Britain, where the taste for Spanish-style beer has driven huge category growth in recent years.
Launching to the on-trade this month, the 4.4% ABV lager is available exclusively on draught, positioned to help operators offer their customers ‘a great quality experience at an accessible price point’.
A pilsner style lager, founded in Seville in 1904, Cruzcampo is brewed with subtle hoppy notes and fruity characteristics, finished with a signature bitterness, giving a fresh, crisp, easy drinking beer.
Speaking to SLTN, Heineken UK’s category development controller, Serena Smith, stressed that Cruzcampo was aimed squarely at the middle-market, to sit alongside Heineken itself, and competitors like Stella Artois, rather than muscling into premium territory. The objective, said Smith, was to offer a fresh and affordable brand that would give operators something new to offer.
Heineken UK’s move is very much on-trend. Spanish lager sales have increased by a hefty 73% in England over the last year, to the extent that one in every five premium pints served is a Spain originated – if not manufactured – brand, led by San Miguel, Carlsberg’s Estrella Damm, and Molson Coors’ Madri Excepional.
In Scotland, which is starting from a lower base of one in every seven premium pints carrying a Spanish tag, the sub-category’s growth is sitting at an irresistible 138%.
“People in the UK want Spanish lager, so we thought we’d make it more accessible by launching Cruzcampo into the mainstream,” said Smith.
“If you go to Spain on holiday and just ask for a beer, this is what you will get. Cruzcampo is extraordinarily popular there. We like to think that it will bring a little bit of that holiday vibe with it to Britain.
“You’ll agree, a bit of sunshine and happiness is what is needed.”
Heineken UK Beer Brand Unit Director, Matt Saltzstein, added: “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.
“While some consumers may have to make their money work harder, they still want to discover new brands that feel special. Offering a premium quality experience but at an accessible 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.”
Heineken UK is not importing the lager from Seville, preferring to save the energy costs involved in transportation, but did import Cruzcampo’s production team to its Tadcaster plant, where they have spent the winter establishing the process and quality checking to honour the brand’s 119-year pedigree in Spain.
Talks are now underway with operators across the on-trade, with a view to getting taps into pubs and bars in good time for the summer. The launch of Cruzcampo will be backed by an ‘unmissable’ UK-wide multi-million-pound marketing campaign, across TV and social media, while its presence on the bar will be led by sleek fount design, modern eye-catching glassware and engaging POS materials.
To further support operators, Cruzcampo is running a competition offering venues the chance to win an ‘immersive Spanish-themed event’ for their pub, plus support to help with promotion.
“The winning venue will host a mighty one-night-only fiesta for its customers, transporting them to Spain with food, entertainment, and a true Spanish lager in hand,” said Heineken. This prize promotion will run until 14th May 2023.
