KRONENBOURG 1664 GIVES THE ‘GIFT SUPRÊME’ TO RETAILERS THIS CHRISTMAS
HEINEKEN’s French lager brand launches festive campaign to the Off-Trade
Rolling out this October, Kronenbourg 1664 is launching a new campaign encouraging consumers to ‘Give the Gift Suprême’ this Christmas. Following on from the successful ‘Taste Suprême’ campaign, Alsace’s premium tasting beer is introducing new festive packaging to support Star Retailers and help to drive growth during one of the busiest seasons in the Off-Trade calendar.
Inspired by the insight from Benjamin Franklin, who once noted that “In this world nothing can be said to be certain, except that a man will receive beer and socks for Christmas”, Star Retailers will also be offered individually packed Kronenbourg 1664 socks. HEINEKEN is encouraging Star Retailers to run a festive promotion for shoppers – buy two 4x440ml packs and receive a free pair of festive socks. This offer will create standout in store and encourage shoppers to pick up a few packs that they weren’t planning to purchase.
Following the success of the 2016 Cantona Limited Edition packaging, in which value sales saw a 25% uplift – Kronenbourg 1664 will wrap a festive Christmas scarf around its 660ml bottle, helping to increase stand out on shelf and encouraging consumers into the Christmas spirit.
Ify Dozie, Everyday Beer Brand Director at HEINEKEN UK, commented: “Christmas is a key period for retailers and we’re committed to providing added value to products to help drive penetration and volume for our customers. Consumers are looking for fun, festive themed items at this time of year and our limited-edition bottles are sure to attract shoppers’ attention, as will the Kronenbourg 1664 Christmas socks gift-with-purchase promotion. Retailers should consider displaying all festive products centrally to highlight seasonality, and remind shoppers to Give the Gift Suprême this Christmas with Kronenbourg.’
Kronenbourg 1664 660ml limited edition bottles and Kronenbourg 1664 festive socks will be available to retailers who are part of the Star Retailer scheme. If you are interested in finding out more about the scheme, please visit www.starretailer.co.uk.
 Source: Nielsen Value Sales % Chg (May-Sept ‘16 vs ’15)