UK: Heineken UK is introducing brand-new version of Cruzcampo beer

Heineken UK is introducing a brand-new Cruzcampo variant called Sevilla Orange, Better Retailing reported on February 23.

Cruzcampo Sevilla Orange has a 3.3% ABV and will be available in convenience channels from this March in 4x440ml can format.

Since launching in August 2023, Cruzcampo now commands a 2.7% value share of the beer category. With the flavoured and fruit beer segment growing +12.4% year-on-year, introducing Cruzcampo Sevilla Orange provides a credible, premium option that gives retailers an opportunity to further capitalise on the brands popularity, according to the supplier. The latest innovation also provides a solution to consumers looking for balance and moderation, with 1 in 3 shoppers looking to the flavoured beer category for a ‘lighter’ drink offering.

Alice Batsford, Cruzcampo senior brand manager said: “Shoppers are increasingly looking for premium lagers that deliver great quality while still offering value for money. 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.”

Cruzcampo Sevilla Orange will feature as part of the multi‑million‑pound ‘Choose to Cruz’ master-brand campaign, live on TV, digital, social & OOH from May through the summer 2026. The launch will also be supported by a nationwide sampling campaign, bringing the taste of Sevilla to high‑footfall locations across the UK.

24 February, 2026