• Product: Staropramen 4x440ml
• Supplier: Molson Coors
• Available: April

Molson Coors is launching a new 4x440ml can multipack of its Staropramen Czech lager, alongside the return of its ‘The Prague Expert’ campaign.

The new format in a recyclable cardboard sleeve will be available this April, in response to increasing demand for multipack formats in the world beer category.

QR codes will appear on the can and the sleeve, which, when scanned, take viewers to exclusive Staropramen content.

“The world beer category continues to grow, as does the share of multipack formats within the category, with the 4x440ml format accounting for 10% of total category sales, as consumers look to enjoy world beer during at-home social occasions,” said Molson Coors senior brand manager – Staropramen Jo McCarthy.

Molson Coors extends Staropramen range with 6x330ml can pack

“The launch of Staropramen 4x440ml multipacks will help retailers tap into this demand and drive incremental sales as we head into the spring and summer months. Retailers should consider how they can activate the multipacks alongside food.”

The supplier will support the launch with in-store PoS and social media activity. It has also invested more than £1m in the return of its ‘The Prague Expert’ campaign, featuring actor Orlando Bloom.

The campaign includes 30-second and 75-second ads that will appear across video-on-demand and cinema.

Read more product news