The multipacks are price-marked at £6 and are hitting the shelves in convenience stores across the UK now.
The cans are encased in a recyclable cardboard sleeve, while both the cans and sleeve will feature a scannable QR code directing drinkers to “exclusive Staropramen content”.
According to Circana data, 46% of convenience shoppers now use price-marked packs to inform their shopping decisions.
The rollout follows the introduction of Staropramen 10x440ml can ‘Fridge Packs’ in March of this year.
Commenting on the launch, marketing controller for Staropramen Jake Johnstone said: “The world beer category continues to grow, as does consumer demand for multipack formats. 4x440ml packs now represent 22% of total category sales, as consumers look to enjoy world beer during social occasions at home – particularly as the warmer months approach.
“Shoppers perceive PMPs as offering better value which in turn helps to drive sales for convenience retailers. It also offers a point of difference that shoppers can’t get in larger stores. The launch of Staropramen’s 4x440ml price-marked multipacks is perfectly timed to help convenience retailers capitalise on all these trends during the crucial summer months.
“To go that step further, retailers could create their own offers and bundle deals tied to summer occasions and events to generate interest and give shoppers everything they’re looking for when planning at home occasions.”
According to the Czech Beer and Malt Association, Staropramen is the number one Prague beer in the world. It is owned by beer giant Molson Coors, which has a portfolio of beer and cider brands that includes Aspall Cyder, Atlantic Pale Ale, Cobra, Madri Excepcional, Pravha, Staropramen and Rekorderlig.
In related news, Toast Brewing and Tiny Rebel have partnered on a new beer that is brewed with 19,000 slices of surplus bakery bread.
The limited-edition 4.5% Hazy Pale is the first release as part of the Breaking Bread series.
