Originally from Seville in Spain, Cruzcampo now forms an important part of the Heineken offering and is widely available across UK pubs, bars and supermarkets.
Purchased from Guinness in 2018 and first launched onto the UK market shortly thereafter in 2023, the beer has quickly become a fixture of the on-trade sector.
The new 3.3% ABV lager is brewed with the flavour of Seville oranges and will be available across in 4x440ml can format.
Cruzcampo Sevilla Orange’s launch will be backed by the multi‑million‑pound ‘Choose to Cruz’ master-brand campaign, set to run across TV, digital, social and out-of-home media from May and throughout the summer.
“Shoppers are increasingly looking for premium lagers that deliver great quality while still offering value for money,” said Alice Batsford, Cruzcampo senior brand manager.
“With the introduction of Cruzcampo Sevilla Orange we’re able to bring a vibrant new flavour to our range — a refreshing lager that suits evolving consumer trends without compromising on taste and quality.
“With the launch of Cruzcampo Sevilla Orange, we’re staying true to the brand’s authentic Sevillian roots while introducing a flavour that feels both distinctive and naturally aligned with our heritage. It’s an exciting step that builds on the momentum behind Cruzcampo and gives retailers a fresh opportunity to tap into growing demand for flavour-led options.”
With the Dutch multinational calling this latest variant a “natural extension” to the Cruzcampo portfolio, ‘Sevilla Orange’ will pay homage to the beer’s home city – where it was first brewed in 1904.
Located in Andalusia on the southern Spanish coast, Sevilla is famously known as the city with the most orange trees than anywhere else in the world.
According to Nielsen, Cruzcampo now commands a 2.7% share of the UK beer category – with Heineken no doubt hoping to carve out a sizeable chunk of the rapidly emerging flavoured and fruit beer segment – which is currently growing 12.4% year-on-year – with this strategic release in the run-up to spring.
