Kronenbourg 1664 has launched limited-edition packs featuring Eric Cantona.

The packs featuring the ex-footballer’s signature and the slogan ‘Iconic, adored, a taste supreme’ are available now across all Kronenbourg bottle and can packs.

It marks the latest stage of Cantona’s partnership with the Heineken’s lager brand. In 2016, Kronenbourg rolled out similar packs featuring the former Manchester United captain in a football shirt.

In 2015, he promised to swim the channel if 10,000 shoppers said they believed it was the world’s best-tasting beer - although the ‘swim’ actually took place in a hot tub aboard a yacht.

Cantona helped grow the brand in 2016, said Heineken category and shopper marketing director Toby Lancaster. “We’re expecting to see another strong performance this year.”

The brand added £18.1m to its value sales over the past year, growing 14.7% to £141m on volumes up 19.5% [IRI 52 w/e 25 March 2017].