Heineken has unveiled new formats for Desperados and Old Mout in a bid to drive sales within the world beer and cider categories.
The move will see the brands available in can formats for the first time, appealing to the 1.6million beer and cider shoppers that bought small cans in 2015, 270,000 more than in 2014.
Desperados is available in a 250ml slimline can and a 6x330ml pack, RRP £2 and £11.25 respectively.
Craig Clarkson, off-trade category & trade marketing director for Heineken, said the slimline can presents a great opportunity to convenience retailers as they can offer it chilled for shoppers to pick up on the way home.
“Forty per cent of shoppers are canned shoppers, while 40% prefer bottles and only 20% mix, so if you don’t like drinking out of bottles you couldn’t really drink Desperados,” he said.
Old Mout will also be available in multipacks. The brand’s Kiwi & Lime flavour is available in 4x330ml and 10x330ml packs, RRP £4.99 and £11 respectively. Retailers will be able to order the four-packs from April 6.
Old Mout Passionfruit & Apple is also available in 10x330ml packs.
“Retailers can use these premium products to trade customers up who might have come in for a Strongbow, for example,” said Clarkson.