Former Man United and France football star Eric Cantona muses on the nature of fame again in a new TV ad for Kronenbourg 1664 that kicks off on Monday.

In the ad, the second phase of the multimillion-pound ‘Taste Suprême’ push launched by Heineken last September, Cantona finds himself on the sidelines while the farmers of Alsace, where the hops used in 1664 are grown, are treated “like the footballers of Britain”.

Cantona last worked with the brand in 2001 when he was an ambassador for the Kronenbourg Beach Soccer International Cup.

Kronenbourg 1664 is outperforming the lager market, with sales up 10.7% y-o-y to £101.6m.

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