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Kronenbourg revamps packs in push for growth in at-home market

Heineken UK has introduced new packaging for Kronenbourg 1664 as the first stage of major marketing push for the brand.

Design agency G2 has designed the pack to build on the premium message and has updated the branding of the widget system the can uses.

The name Draught Système updates Dynamo Système to "convey the draught quality drinking experience at home" and build on the brand's on-trade reputation, where it is the number two premium lager.

The new look packaging is said to bring a "Gallic, edgy and more modern look" to the brand.

Lucas Bergmans, senior brand manager for Kronenbourg 1664, said: "We estimate a £180m retail opportunity for the brand per year, given premium lager consumers drink more often at home."

"Our new superior on-shelf branding will help make this opportunity a reality," said Bergmans.

The new packaging is currently available in stores and comes a head of a multi-million-pound TV and press campaign in October.