Staropramen has launched a new 10x440ml can ‘Fridge Pack’ in response to rising demand for multi-pack can formats in the world beer category (source: Circana. beer & cider. MAT 7th September 2024).
The packs will launch in stores nationwide from 17th March 2025, with the most recent data showing that 30% of shoppers who purchase multi-packs in the world lager category exclusively buy can formats (source: Circana. beer & cider. MAT 7th September 2024).
The new cans are encased in a new recyclable cardboard sleeve and include an easy-to-carry handle and quick tear-open fold.
The launch will be supported by a new marketing campaign including in-store POS, digital assets and a paid social media programme.
Each 440ml can and outer sleeve will include a scannable QR code, giving consumers access to exclusive Staropramen content as well as the brands website where they can learn more about Staropramen’s heritage and brewing process.
Bethan Roberts, assistant brand manager at Staropramen, said: “Shoppers want a pack format that works for them. Adding a mid-size pack to our range enables retailers to provide more choice, making sure their world lager offering has the formats to suit all shopping habits.
“Every pack comes with a scannable QR code to give customers access to exclusive Staropramen content and promotions, as well as an insight into the brands heritage and brewing processes.”
