Nick Patel, owner of Londis Kenyon Street in London, has won flights, transfers, accommodation, activities and spending money for a trip to Sevilla, the Home of Cruzcampo - Heineken UK’s new premium lager brand.
Patel won a competition, which ran in partnership with Booker from 11 September to 8 October, where every 20 cases of Cruzcampo purchased during the period resulted in an automatic entry into the prize draw, with the grand prize being a trip to Sevilla.
“I was so excited when I got the call,” Patel said.
“Spanish beer does really well in our store, and Cruzcampo is by far the most popular. We have a mix of formats including the bottles, 4-pack and 10-pack, which does particularly well. Retailers work really hard – there are a lot of things we have to sacrifice to keep our businesses running and this is a massive privilege. I’m looking forward to getting that break away and enjoying some beers in the sun!”
This activation is the latest of Heineken UK’s efforts to create excitement and engagement around Cruzcampo, which has performed incredibly well since its UK launch in 2023. Generating £88m in retail sales across the market and owning a 1.8 per cent share of beer sales in the Impulse channel [Nielsen ScanTrack, August 2023 – November 2024], the brand taps into shoppers’ growing demand for more premium continental lagers that still offer value for money.
A £10m marketing campaign, ‘Choose to Cruz’, made Cruzcampo unmissable this summer – reaching more than 24 million consumers. The advert featured an intriguing character rolling on a keg across the streets of Sevilla, Spain, demonstrating that as life gets hectic, you can opt for the ‘Sevillian way of life’, to choose to relax, live in the moment and take things as they come – all of which embody what Cruzcampo stands for.
“We are thrilled for Nick Patel. We are always looking at ways to engage and reward our retailer partners, and what a joy it is to be able to offer as exciting a prize as a trip to Sevilla with Cruzcampo,” Paul Gordon, head of marketing activation at Heineken UK, commented.
“This activation with Booker gave us an opportunity to give something back and create some real excitement with those customers, and we’re delighted with the result.”
Born in Sevilla in 1904, Cruzcampo is Spain’s number one draught beer and therefore offers drinkers an authentic taste of the country. A premium Spanish lager that offers all the advantages of premium beers at an affordable price, Cruzcampo provides consumers with a great quality experience that is a step up from classic lager brands while remaining accessible.
To find out more about Cruzcampo, retailers can head to Heineken UK’s Star Retailer platform at www.starretailer.co.uk/. The Star Retailer scheme is a loyalty scheme providing beer and cider category guidance tailored for convenience stores. Backed by a £10m+ investment from Heineken UK, the scheme boasts over 13 years of retailer support, having collaborated with 18,000+ stores.
