Heineken is introducing 44cl cans for the first time, supported by a £3 million campaign linked to its position as official sponsor of the UEFA Champions League.

As part of this campaign the brewer will be inviting consumers to ‘Share the Drama’, with special ECL packs and POS material.

The 44cl cans are designed to rejuvenate the mainstream premium category, according to Heineken, and the company said it is also investing heavily in “proximity marketing” to stores that stock the new format with tailored digital outdoor screens that will namecheck the closest outlet.

Izabela Glodek, brand director for Heineken, said: “Enjoying the thrills and spills of a Champions League match with friends and Heineken is a must for football fans. By introducing a 44cl can, which make up 62% of premium can sales, means we will be adding value for our customers having the official beer of the Champions League in this format.”

The 44cl cans are available now in 4x44cl packs (rsp: £4.55) and 15 x 44cl packs at £12.70.