Kronenbourg look goes upmarket

23 August, 2007

Scottish & Newcastle UK has repackaged Kronenbourg 1664 and Kronenbourg Premier Cru to give them a more premium image.

Food matching suggestions have been added to the back label of Premier Cru, and the redesign aims to position both beers as food accompaniments.

S&N is backing the new look with in-store promotions including displays with recipe cards and food images, and positioning them next to food to encourage cross-purchases.

Off-trade customer marketing head Craig Clarkson said: "Kronenbourg 1664 is a brand well suited to the 'with food' occasion, offering consumers quality, premium products that should be savoured. We have updated the look of our packaging within the portfolio to†recognise this and encourage consumer†trial."

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