Heineken has been successful in forcing the UK's Advertising Standards Authority (ASA) to reverse a ban on a campaign for Kronenbourg 1664, featuring ex-footballer Eric Cantona. 

The ASA ruled in February that two ads for the lager brand - one TV spot and one print ad - were "misleading" as they created the impression Kronenbourg is brewed in France, when it is actually brewed in the UK. The TV ad featured Cantona explaining how hop farmers in France's Alsace region are treated like celebrities. 

Heineken appealed against the ban to Sir Hayden Philips, the ASA's independent reviewer. The ASA said today (4 June) it has overturned its original decision. 

The brewer originally argued that Kronenbourg 1664 could “correctly and reasonably” be described as a French beer because of its heritage, the origin of its recipe and the use of Strisselspalt hops, which are grown commercially in Alsace.

“We noted that the beer had originally been produced in France and that a French company still had oversight of its production today,” the ASA noted in its new ruling today. 

The ASA also accepted that Kronenbourg featured several hops, but included Strisselspalt hops, which are sourced from Alsace. 

Jacco van der Linden, Heineken's UK marketing director, said: "We are delighted that our advertising has finally been judged to be fully compliant with the CAP/BCAP codes and that there is no longer any suggestion that we could mislead consumers.”