Heineken UK is switching the packaging of Kronen-bourg 1664 to the brand's global design to better flag up its ­premium qualities.

The revamped lager, ­hitting stores this week, sports a more sophisticated design, including a predominantly silver background. As part of the look, introduced globally in September, the Dynamo Système line is replaced with Draught Système.

The makeover forms part of a push to build on the brand's reputation as a "sophisticated, high-quality premium lager," said Heineken UK, and includes a multi-million pound TV and press campaign kicking off in October. The brewer hopes the revamp and ads will reverse an 8.7% drop in sales to £85.5m [Nielsen 52w/e to 17 April 2010].

"The category continues to grow and the new look aims to bring more attention to the brand," said Lucas Bergmans, senior brand manager.

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