Kronenbourg 1664 takes taste supreme into new territory

30th May 2013

HEINEKEN, the UK’s leading beer and cider business, is emphasising the outstanding taste credentials of its premium draught lager brand Kronenbourg 1664 in a new print and online campaign that will run across national press and sport titles and lifestyle magazines in October and November.

Three new creative executions complement the brand’s tongue-in-cheek popular ‘Hero hop farmers of Alsace’ advertising featuring former France and Manchester United star Eric Cantona which returns to TV this month. The new press work, which is designed to reinforce Kronenbourg 1664’s distinctive taste profile, uses a humorous play on words to engage with the brand’s target consumers - self-confident men who put taste first. In each execution the stylish new Kronenbourg pint glass, introduced earlier this year to maximise drinking enjoyment, is regally wrapped in a golden hop wreath.

Andrew Turner, Category & Trade Marketing Director, HEINEKEN On Trade said: “We are delighted with the brand momentum generated by the ‘A Taste Suprême’ campaign this year. Today’s consumers are looking for a more premium drinking experience and Kronenbourg 1664’s outstanding combination of quality, taste and heritage gives licensees the chance to meet this growing opportunity.”