Kronenbourg 1664 Refreshes Look with Edgy Continental Design

The premium lager category continues to remain in growth and the new look for Kronenbourg 1664 within the off-trade aims to bring more shoppers’ attention to the brand, which is also proving so popular in the on-trade.

Aug 1 2010 --- As part of a major marketing investment into the brand in 2010, Kronenbourg 1664 has been given a fresh, dynamic new look in the UK.

The new packaging that is now available in all off trade channels adopts the global design for the brand, bringing a Gallic, edgy and more modern look which gives Kronenbourg 1664 superior shelf stand-out and builds on the premium image of the brand.

Kronenbourg 1664 packaging re-launch forms part of a major new marketing push to build on the brand’s reputation as a sophisticated, high quality premium lager worth savouring and includes a new multi-million pound TV and press advertising campaign from October of this year.

Part of the brand redesign also includes the introduction of Kronenbourg 1664 with Draught Système; an evolution of its canned lager innovation in the off-trade. The change of name - from Kronenbourg 1664 with Dynamo Système conveys the in-can lager widget’s ability to re-create a draught quality drinking experience at home and builds on the brand’s reputation in the on-trade, where it is the number two premium draught lager.

Kronenbourg 1664 with Draught Système, which has a patented in-can device to deliver a smooth serve from a chilled can, has the ability to attract those who wouldn’t normally drink the premium lager at home (57% of Draught Système drinkers new to the brand). To date, the concept of the innovation has been a success for Kronenbourg 1664 and it currently accounts for 12% of total Kronenbourg 1664 off-trade volume sales.

Lucas Bergmans, Senior Brand Manager of Kronenbourg 1664 at Heineken UK, said: “The premium lager category continues to remain in growth and the new look for Kronenbourg 1664 within the off-trade aims to bring more shoppers’ attention to the brand, which is also proving so popular in the on-trade. We estimate a £180 million retail opportunity for the brand per year, given premium lager consumers drink more often at home, and our new superior on-shelf branding will help make this opportunity a reality.

“Research shows that Kronenbourg 1664 drinkers are fiercely loyal, with 17% of shoppers going elsewhere if the brand isn’t available in store so it’s an important product for retailers to offer in their beer fixture, particularly when they can make good margins on the premium price it commands.”