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Lager brand Sol unveils new global identity

Sol, the Heineken-owned international packaged lager from Mexico has announced a brand and packaging refresh, which looks to improve stand out and drive sales.

The refresh will be in shops from June and will be backed by a summer advertising campaign targeting city men who value their independence and ‘know how the world works’.

Jacco van der Linden, marketing director at Heineken, said: “The growing consumer interest and demand for world beers that offer easy-drinking refreshment has made Sol one of the off trade’s fastest-growing premium lagers. Sol is clearly outperforming the PPL category showing year-on-year volume and value growth of +7 per cent and +6 per cent.”

The new packaging will also be supported by POS.

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