Miguel Mata has been living in the United Kingdom for six years. This Jerez native has already lived in London, Portsmouth and Preston, where he is currently settled. “Being from Jerez, I couldn’t drink any beer other than cold Cruzcampo. This was the beer I drank in Spain and the beer I ordered when I came back,” he says. Now, in his British career, took one “a big surprise” When you find it in emblematic bars like The Cavern Club From Liverpool.
Cruzcampo was born in Seville in 1904. Now owned by Heineken, and after becoming Spain’s most consumed draft beer, the brand has ventured beyond its home country to conquer other latitudes. This iconic beer that they pronounce there as a type Criscampo SeviliaIt’s already in more than 5,000 pubs across the UK and announced in October it was coming to supermarket shelves with major brands including: Tescoamong others.
Cruzcampo’s launch in the UK is supported by a project. A massive marketing campaign on television and social networks. The Dutch group admits that this is a “significant” investment: Andalusian beer has entered the country with new fonts, glassware and points of sale, as well as the opportunity to participate in award-winning promotional activities. “The new brand Heineken is launching includes a very attractive glass and it helps in this case,” they say from social media account Pints Of Beauty, which shares the best photos of half-litre pints sent in by its followers. in the United Kingdom.
The Cruzcampo Sevilla sold on the islands is so different from the original Andalusian that it doesn’t even taste the same. “The British version is different to the beer made in Spain and it shows.”, state from Pints Of Beauty. “Made by Heineken. United KingdomWith a 4.4% graduation rate“, notes taster Chris’s Beer Reviews, in Spain Cruzcampo has an alcohol level of 4.8%.
Heineken business movement
Cruzcampo movement crumb business. In April, Heineken UK announced the sale of the rights to French brand Kronenbourg 1664 to Carlsberg. At the same time, the Dutch multinational announced the launch of Cruzcampo in pubs and bars across the UK; therefore many establishments have replaced their taps with other beers to serve pints of the Andalusian brand. “The two brands most affected are Kronenbourg 1664 and Madrí (La Sagra).“says Gary Roberts, Chief Operating Officer of Amber Taverns, one of the most significant pub franchises in the UK, particularly outside London.
Tap battle vital in Europe’s third-most consuming country barley water, According to the latest data obtained by the Japanese company Kirin Holdings, which has been researching in which countries the most beer is drunk since 1975, it is after Russia and Germany. Heineken UK has held the Kronenbourg 1664 commercial license since 2008 after purchasing British manufacturer Scottish & Newcastle. We’re exactly halfway there with Carlsberg. In any case, Displacement of Kronenbourg 1664 by CruzcampoAs specialist hospitality publications recall, it largely depends on the contracts with each location and will not be automatic.
Amber Taverns locations that promote Cruzcampo taps “use the brand’s glassware and point-of-sale as well as digital display media” to promote the brand, notes Gary Roberts. Likewise, they ran a “campaign” for customers to experience the “Moment”. Sun: We give them a coupon for a free glass of Cruzcampo. “This introduction Used when a customer is undecided about purchasing a competing brand or just to make you smile,” he adds.
Also this chain bars It introduced a “Collector’s Card” where a customer could get a free card if they purchased a five-litre Cruzcampo. “We also have an incentive for staff based on the highest percentage of sales relative to total sales in each bar: Winners will receive an organized trip to Seville or Malaga to visit La Factoria,” explains Roberts. The Amber Taverns locations where Cruzcampo has had the most success, although they are “in most of the UK” Chester, Durham, Preston and Lancaster are all cities with “large student populations”. Local 1885 The Venue, based in the central England town of Stainland, tells this newspaper that Cruzcampo is the “leading product in sales.”
Spanish blondes triumph in England
Beyond the Cruzcampo phenomenon, The UK is the second largest market for Spanish brewers after Portugal. Specifically, national brands now represent one in five pints poured in pubs and bars The British Isles grew by 73% in 2022, according to data from market consultancy CGA. “Spanish beers are part of the growing market prize and they represent more than a fifth of such beers served,” they add from CGA.
Last year, National breweries increased international sales by 13.4%Exports were made until it reached 4.2 million hectolitres. In the last three years, the export increase of Mahou, Damm, Estrella Galicia was 36.8%. Spanish beers have different destinations: in 2022 Portugal will once again be the main market, importing 28% of total exports, representing a growth of 16% compared to 2021. The UK imports 13% of the Spanish beers it sells abroad. It is followed by China and Equatorial Guinea. These last two countries reduced the import quota of Spanish beer: both reduced their imports by 3% and 13% respectively compared to 2021.
By groups, The main export group was Mahou San Miguel, followed by Heineken Spain. (Cruzcampo, El Águila, Amstel), Damm and Hijos de Rivera (Estrella Galicia) in 2021, according to the ‘ranking’ of the top exporting Spanish companies prepared by the Spanish export credit agency Cesce. The list is completed by white label producer Font Salem, lesser-known groups such as Compañía Cervecera de Canarias (Dorada) and artisanal companies such as La Sagra or Bebidas de Calidad de Madrid (La Virgen).
Source: Informacion
James Sean is a writer for “Social Bites”. He covers a wide range of topics, bringing the latest news and developments to his readers. With a keen sense of what’s important and a passion for writing, James delivers unique and insightful articles that keep his readers informed and engaged.