After growing Cruzcampo’s Off-trade sales by 16% in 2010, The Morgenrot Group has signed an exclusivity agreement with Heineken to distribute, develop and grow the brand further in the UK.
Already the biggest volume brand in its homeland, Morgenrot and Heineken will now be using this summer’s alfresco season as a launch pad to drive interest and sales of the 1 litre bottle format in the multiple and independent retail channels.
With the brand benefiting from high consumer awareness amongst Brits who have holidayed in Spain, Morgenrot believe Cruzcampo and the 1 litre bottle format in particular have all the credentials to become a real trend in the summer of 2011 and beyond.
Graham Archibald, Morgenrot’s Senior National Account Manager comments: “The interest for Cruzcampo has been phenomenal in the past 12 months and we are excited to be working closely with Heineken as we look to drive awareness, listings and sales in order to make it the principal Spanish lager in the UK. The larger bottle format is something we believe will fill a real gap in the retail sector and is part of our summer campaign to get people to approach beer as they approach wine, by sharing it.”
A Heineken brand since 2000 and proudly brewed at source in Seville since 1904, Cruzcampo has an ABV of 4.8% and is available in 330ml and 1 litre bottles. The golden Spanish lager offers malty aromas on the nose, a clean, refreshingly crisp finish and is the perfect match for an array of Mediterranean dishes.
Heineken’s Naheed Younis, Area Export Manager, comments: “In its homeland, where it is the leading beer brand, everyone associated with Cruzcampo is immensely passionate about it, so it is great to working with a company like Morgenrot who not only share that passion but who have the distribution, experience, contacts and marketing expertise to ensure further growth.”
The Morgenrot Group
Tel: 0845 070 4310
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