Eric Cantona in the new Kronenbourg TV ad

Eric Cantona in the new Kronenbourg TV ad

Heineken is set to launch a new “multi-million pound” TV campaign in the UK for Carlsberg's Kronenbourg 1664, featuring former footballer Eric Cantona. 

The ex-Manchester United player and French international appears in the new advert, 'A Taste Supreme', which will premiere on UK TV on Monday (4 February). Filmed in France's Alsace region, it features Cantona suggesting that the area's hop farmers are “treated like the footballers of Britain”.

The hop farmers are pursued by “paparazzi and beautiful women”, Heineken said, while Cantona is ignored.

The ad is the second phase of the 'A Taste Supreme' campaign, which launched last September in national press and on outdoor billboards. 

Brasseries Kronenbourg is owned by Carlsberg, although the Kronenbourg 1664 lager brand is licensed to Heineken in the UK.