HEINEKEN UK Appoints Lucky Generals to Handle Biggest Product Launch of the Year

HEINEKEN UK has appointed Lucky Generals to develop Cruzcampo lager, Spain’s number one draught lager, which has just launched in the UK. 

Following a competitive pitch, Lucky Generals will work with HEINEKEN UK’s marketing team on a multi-million-pound campaign and replicate the success of Cruzcampo in Spain.

Cruzcampo was founded in Seville in 1904 and is the number one draught lager in Spain.  Following its launch in the UK in June 2023, Cruzcampo is already on draught in over 4,000 on-trade outlets, and the beer has just launched in the off-trade. 

Matt Saltzstein, beer brand unit director at HEINEKEN UK said, “Lucky Generals creates impactful and memorable work that doesn't just entertain but builds brands and sells products. The perfect ingredients for such an important launch.” 

Vickie Ridley, the chief marketing officer and client partner at Lucky Generals, said, “Launching a truly delicious, authentic Spanish beer in the UK is a dream brief. And to be doing that with the incredible team at HEINEKEN makes it even more exciting. Cruzcampo is adored in Spain, and it’s now our job to get it the attention it deserves here in the UK.”