The new fridge packs rolled out in stores nationwide on 17 March, with the cans encased in a new recyclable cardboard sleeve that includes an easy-to-carry handle and quick tear-open fold.
The launch is also being supported by a new marketing campaign which will include in-store point of sale signage, digital assets and a paid social media programme.
Each 440ml can and outer sleeve also includes a scannable QR code, giving consumers access to exclusive Staropramen content.
Staropramen launched the fridge packs in response to Circana data which has documented the rising demand for multi-pack can formats in the world beer category.
According to the most recent data collected by the market research firm, 30% of shoppers who purchase multi-packs in the world lager category exclusively buy can formats.
“Shoppers want a pack format that works for them,” said Bethan Roberts, assistant brand manager at Staropramen.
“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.”
Brewed in Prague, Czech Republic, Staropramen is owned by Canadian-American firm Molson Coors and is now sold in 38 countries around the world.
The drinks giant acquired Staropramen in 2012 and owns several leading brands including Carling, Doom Bar, Madri and Pravha.
