Heineken mini kegs are sold in the off trade predominantly throughout the Summer period in 5L format at around £15.
“Shaking up formats and offering something different is an excellent way to attract new shoppers to the category and to keep current shoppers engaged,” said Lancaster.
“As identified in Heineken’s biggest ever piece of category research, The Greenpaper, sports and seasons are a key opportunity for the off trade to maximise on sales. Mini kegs are perfect for seasonal or sporting occasions with friends, such as BBQs or festivals.”
The UK has had one of the hottest Summers on record in 2018 and Heineken has capatalised on this through the release of different varieties such as Desperados.
Lancaster added: “In response to the sustained popularity of Strongbow Dark Fruit, Strongbow, introduced a mini 5L keg in its Dark Fruit variety in supermarkets nationwide (UK).
“At the same time, the world’s number one cider introduced a mini keg of Strongbow Original for more traditional palates. Featuring a light and portable design, the mini kegs are a must-have accessory for festival season, as well as being the perfect addition to any summer BBQ or party.”
