Cantona raises a Kronenbourg to a summer of football

Kronenbourg 1664 packs

With the World Cup about to kick-off in Russia, Kronenbourg 1664 has unveiled new football-themed limited-edition design cans and packaging in a bid to score some additional sales.

Part of the lager’s ‘Pour la victoire’ campaign, the new designs feature graphics of brand ambassador Eric Cantona holding a glass of Kronenbourg aloft as if it were a certain football trophy.

The new packs are being boosted by social and digital support.

Toby Lancaster, Category & Shopper Marketing Director at Heineken, thinks Kronenbourg 1664 becomes an “iconic” lager during major championships and football occasions.

“With 52% of beer and cider value sales sold over key seasonal periods, our most popular packs have recruited over 800,000 shoppers, delivering more spend uplift as consumers trade up and look for a premium alternative, to toast a special occasion,” he added.

“With over 350 years of success, Kronenbourg 1664 has unrivalled insight into the taste of victory so, whatever event they are celebrating this summer, consumers will be able to experience their own victory with Kronenbourg 1664’s well-loved taste and new stand-out design.”