Miguel Mata has lived in the United Kingdom for six years, moving from Jerez to London, Portsmouth, and now Preston, where he resides. He recalls a favorite memory: as a Spaniard from Jerez, he couldn’t drink any beer other than cold Cruzcampo. It was the beer he drank in Spain and the beer he ordered when he returned home. In his UK work life, this discovery came as a surprising shift, echoing moments found in iconic venues like The Cavern Club in Liverpool.
Cruzcampo originated in Seville in 1904. Today owned by Heineken, the brand quickly rose to become Spain’s most consumed draft beer. It has since expanded beyond its homeland, reaching thousands of pubs abroad. In the United Kingdom, Cruzcampo is now served in more than 5,000 pubs and, in October, announced its arrival on supermarket shelves alongside major brands including Tesco and others.
The UK launch of Cruzcampo is backed by a sizeable marketing push across television and social media. Heineken’s plan is described as a significant investment, introducing new fonts, glassware, and points of sale. The campaign also includes engaging promotions and collaborations with social media accounts that highlight the brand’s visual appeal, such as distinctive glassware and half-pint captures shared by enthusiasts.
In the UK, the Cruzcampo Sevilla variant is notably different in taste from its Andalusian counterpart. Observers note that the British version carries a slightly different flavor profile. Tasting comparisons suggest a slight variation in the alcohol content, with Spain reporting 4.8% ABV and the UK version around 4.4%, according to tasters and reviewers from industry outlets.
Heineken’s strategic moves in the UK market
The Cruzcampo rollout has coincided with notable strategic moves by Heineken UK. In April, the company announced the sale of the Kronenbourg 1664 rights to Carlsberg. At the same time, Heineken unveiled Cruzcampo’s expansion into pubs and bars across the UK, prompting some venues to replace other taps with Cruzcampo offerings. Industry observers point out that the most affected brands are Kronenbourg 1664 and Madrí (La Sagra), highlighting the competitive reshuffling within the on-trade beer segment.
Tap dynamics in Europe position the UK as a leading market for beer, with Spain among contributing nations. Data from Kirin Holdings shows the UK ranking among the top destinations for beer exports, reflecting sustained demand for diverse brews. Heineken UK has held a commercial license for Kronenbourg 1664 since 2008, following its acquisition of a British brewer, and the ongoing landscape features a balance of brands, licensing arrangements, and location-specific contracts that influence how fast a brand like Cruzcampo can displace others in any given venue.
Amber Taverns, a notable pub operator, has integrated Cruzcampo through branded glassware, signage, and digital displays. The company has run promotions to entice patrons to try Cruzcampo, including moments designed to nudge hesitant customers toward making a purchase. In one campaign, customers could receive a coupon for a free glass of Cruzcampo, a tactic aimed at converting undecided drinkers by offering an immediate reward.
Additionally, Amber Taverns introduced a loyalty element—an encouraging program that rewards staff performance with incentives tied to sales. In practice, some locations offered a free collector’s card after purchasing a five-litre Cruzcampo, while top-performing bars could earn a prize trip to Seville or Malaga to visit a brewery facility. Among Amber Taverns’ footprint, Cruzcampo has achieved strong penetration in markets with large student populations, including sites in Chester, Durham, Preston, and Lancaster. Local venues like The Venue in Stainland report Cruzcampo as a leading product in sales, reinforcing the brand’s strong performance in the chain’s portfolio.
Spanish blondes have found a robust foothold in England, reinforcing the UK as the second-largest market for Spanish brewers after Portugal. National brands now account for about one in five pints served in pubs and bars across the region. Market data indicate a 73% growth in the British market through 2022, underscoring the rising prominence of Spanish beers in the on-trade sector. Analysts note that Spanish beers contribute a meaningful share to the overall beer category in the UK, reflecting broader consumer interest in diverse European brews.
Export activity from Spain shows sustained momentum. In recent years, exports rose by 13.4%, reaching approximately 4.2 million hectolitres. Over the past three years, exports of brands such as Mahou, Damm, and Estrella Galicia grew considerably. Portugal remains the main destination for Spanish beer exports, with 2022 recording about 28% of total exports and a 16% year-over-year increase. The United Kingdom accounts for roughly 13% of Spain’s beer exports, followed by growth in markets like China and Equatorial Guinea, though the latter two have modestly reduced their import shares since 2021.
From a corporate perspective, Mahou San Miguel leads the export landscape, followed by Heineken España (Cruzcampo, El Águila, Amstel), Damm, and Hijos de Rivera (Estrella Galicia) in 2021. The export mix also includes smaller producers such as Font Salem and regional brands like Dorada from Compañía Cervecera Canaria, La Sagra, and La Virgen, illustrating a diverse Spanish beer export portfolio that travels far beyond its borders.