Kronenbourg 1664 is highlighting its Alsace roots this summer with the launch of new limited edition packaging in a range of formats, set to hit shelves nationwide in July.
The new design champions the French lager’s provenance and the hops from Alsace that give Kronenbourg 1664 its taste, using the tagline ‘Vive les hops d’Alsace’.
The new packaging is part of a wider campaign to increase awareness of the lager and to drive purchase during the important summer trading period. It will be supported by a new advertising campaign, details of which are forthcoming.
The limited edition packaging will be seen across 440ml cans, 275ml bottles and all multipacks and will be available to retailers throughout the summer.
Craig Clarkson, Category and Trade Marketing Director – Off Trade at Heineken said: “The design conveys the brand’s provenance and authenticity in a modern way which will increase visibility on shelves, driving sales and reinforcing Kronenbourg 1664’s superior taste.”
