BEER and cider giant Heineken has given some of its brands new looks ahead of the summer.
Desperados spirit beers and Old Mout cider are available in new can sizes and Amstel has had a packaging overhaul as the brand makes a bid to increase sales in convenience stores.
Off-trade category and trade marketing director Craig Clarkson said the smaller cans are designed to suit early evening gatherings and added: “Small cans were bought by 1.6m beer and cider shoppers in 2015 – 270,000 more than in 2014 – and it is expected this trend will continue in 2016.”
Desperados has added a 25cl can and Old Mout has been packed in a 33cl can.
And the firm’s new Old Mout Kiwi & Lime variety is available in four-packs designed for the fridge.
Clarkson said: “The launch of Desperados and Old Mout in small cans will appeal to a different shopper base in addition to the bottled range, driving penetration and opening up wider sales opportunities.”
After a reported 25% volume growth for Amstel in the on-trade, the brand has now turned its attention to boosting sales in c-stores.
David Lette, premium brands director at Heineken, said: “The new look will support premium retail pricing and help our trade customers capitalise on the current growth in the premium lager category.
“The new design reflects the brand’s modern, premium positioning and will encourage shoppers to trade up to premium lager.”
The new look Amstel is available in a four-pack can at 440ml and a price marked 500ml pack at £5.49, a 10 pack of 440ml cans, a 300ml bottle in a six-pack, 15-pack and 20-pack as well as 650ml single bottles.
Heineken is also running trails of what it describes as super-premium cider this summer.
Cidrerie Stassen is available in three varieties at 7.4% to 8.2% abv and retail prices between £8 and £10 for a 750cl corked bottle.
