Cruzcampo on its £10m push to stand out in the crowded lager market
Heineken believes Spanish beer brand Cruzcampo will bring incremental growth to its portfolio and stand out in a crowded Mediterranean beer market.
Lager is a crowded market, with scores of big companies in the game. Each of the big breweries, such as AB InBev, Molson Coors, Asahi and Heineken, have multiple mainstream lagers, all competing with each other.
In particular, European beers from Spain and Italy have seen strong growth in recent years, with the likes of Madri, San Miguel, Birra Moretti and Peroni all competing to offer British consumers a taste of some of their favourite holiday destinations.
Despite the number of beer brands competing in mainstream lager, Heineken felt there was still opportunity in this “huge” market – worth £9bn in total – explains Cruzcampo senior brand manager, Grace Daley.