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 toárecognise this and encourage consumerátrial."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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