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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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 – which makes it especially galling that we spend so much time divided over it.

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