Heineken UK plans to get in on the expected demand for multipack beer offerings this Christmas, with a new big box format for its keg-shaped can.

The brewer is bringing out an 18-pack of the iconic 330ml cans, originally launched in 2005, which will sell exclusively in Sainsbury's.

"The keg-shaped format is incredibly popular with customers and this new 18-pack is set to become a leading SKU," said head of customer marketing Chris Duffy. "The new packaging has been specially designed to be easy to carry and store so consumers can have easy access to premium Heineken throughout the festive season and beyond." According to the brewer, it sold 6.1 million individual keg-shaped cans in the past 12 months, with sales of its six-pack formats showing a growth of 15.9% year-on-year.

Retailers are already offering aggressive deals on multipacks of beer in the run up to Christmas in a bid to drive footfall.

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