launched special edition packaging to celebrate the 350th anniversary of original Kronenbourg brewery.Available in 70 countries, Kronenbourg 1664 has won gold medals for brewing including, most recently, the Gold Award 2014 from Monde Selection institution; and is the 3rd largest premium larger in the UK.
To celebrate these accolades the limited edition packaging is available in the off-trade from now until December.
Each cans and bottle has been updated to showcase the heritage and brewing expertise behind the brand’s supreme taste.
The limited edition new-look features a colour split pack of silver and the classic Kronenbourg 1664 blue, emblazoned with the text ‘Celebrating 350 years of brewing excellence’.
The 350th anniversary will be supported by heavyweight consumer print and online advertising, traditional and digital PR including social media, in-store promotions, consumer events, ‘Hero Farmers’ TV advertising featuring Eric Cantona and two shorter videos – ‘Nun’ and ‘Posterboy’ – have been launched this year online and will be available via video-on-demand and social media.
Craig Clarkson, category & trade marketing director – off trade at Heineken said:
“Kronenbourg 1664 has been recognised both in the UK and internationally for its brewing process which in turn always delivers a more premium drinking experience.
“For the first time in the brand’s history, a limited edition packaging has been designed to reflect the history and provenance behind the beer.
“The colour change and additional text gives the entire Kronenbourg 1664 range greater stand out on shelf, and will help educate consumers about the quality and heritage of this premium brand, which in turn will drive sales for retailers.”
