Kronenbourg 1664: new packaging and on-pack promo

19 July, 2016

Heineken is launching new Kronenbourg 1664 packs across grocery, wholesale and convenience, to follow on from the success of its limited edition Eric Cantona packs.

The new packs will be launched with an on-pack promotion alongside an eye-catching design featuring the ‘Alsace-tians’, from the latest marketing campaign.

Category and trade marketing director, Craig Clarkson, said: “Kronenbourg 1664 is delivering fantastic growth this year – bringing £10.5m in value to the category. Our recent limited edition packaging, featuring Eric Cantona, was an incredible success, generating a huge excitement from our shoppers. Our new on-pack promotion, featuring the Kronenbourg ‘Alsace-tians’ from the TV advert, will be sure to generate great interest in the market, whilst reinforcing our premium credentials and increased standout.”

The on-pack promotion offers shoppers thousands of chances to win a variety of prizes, including a trip for four to the Alsation mountains, mini fridges and bottle openers. 




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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