Cruzcampo and Alicante-based Rolser are turning the shopping trolley into the unexpected fashion accessory of 2026
- The two brands are launching a limited edition of this timeless icon for a new generation
- Carmina Barrios and Paula Sevillano star in the launch campaign
Trends cyclically revive elements from the past, and new generations give them new meaning. Against this backdrop, Cruzcampo presents an original limited-edition version of the traditional shopping trolley in collaboration with Rolser.
In recent years, the shopping trolley – which is particularly associated with the world of our grandmothers – has been winning over younger users. This was highlighted on the cover of the prestigious magazine Monocle in 2025, which hailed the Spanish trolley as the ‘latest must-have among city dwellers’. The traditional shopping trolley seems to fit in with positive habits not always associated with modern consumerism, such as walking, shopping locally or reducing the use of plastic bags. “Proximity and sustainability are key considerations for consumers when deciding whether to buy or replace a shopping trolley,” explain Rolser. The Alicante-based company is a pioneer in the development of this ‘traditional’ device, which can be found in 63 per cent of Spanish households and has reached countries across Europe, the United States and Japan.
And it’s not just who uses it that’s changing, but also what it’s used for. Among these young consumers, it’s becoming increasingly common to use it for everything from trips to the beach, picnics and festivals to visits to the launderette, street markets or small house moves, taking the trolley’s practicality far beyond a trip to the supermarket.
A functional item? A fashion statement? The Cruzcampo by Rolser trolley retains the recognisable silhouette of the classic trolley, with an off-white four-wheeled frame and a cotton bag, but features an exclusive design and its own unique charms. Those charms that have become a way of personalising bags, blurring the line between what we carry because it’s useful and what we carry simply because we like it. Turning an everyday object into a neighbourhood icon.
Cruzcampo has chosen to work with the Seville-born actress Carmina Barrios and the content creator Paula Sevillano. Two profiles from different generations come together at the market to present the trolley, thereby encouraging people to challenge certain stereotypes. You can view the piece here.
“Going to the market with my trolley has always been about much more than just filling it with my tomatoes, olives or parsley. Saying ‘good morning’ to your neighbour, having a chat with the baker and popping into your usual bar for a quick beer are the little things that make for a happier life”, explains Carmina, who describes herself as a loyal user of the shopping trolley. For her part, Paula Sevillano reflects that “sometimes we go out of our way to look for trends elsewhere when what’s truly authentic is just round the corner, in your own neighbourhood. I love the shopping trolley, it’s a fashion accessory, and our grandmothers already knew that”.
This collaboration marks a new chapter for Cruzcampo in its commitment to those traditional customs that are worth preserving, but also reinterpreting. “Reclaiming one’s roots does not necessarily mean leaving them as they were. The Cruzcampo by Rolser trolley is the fashion accessory nobody was expecting in 2026, and it serves as a fun way of expressing important values such as authenticity and pride in one’s roots for all kinds of audiences and, in particular, for the thousands of fans of this Andalusian beer”, the brand explains.
The Cruzcampo by Rolser trolley is available for a limited time on the Rolser.com website for 89.95 euros, with a range of fun Cruzcampo charms to personalise the trolley and help make this icon even more distinctive.
About Cruzcampo
Cruzcampo was first produced in 1904 as a beer specially designed for the warm climate of the south, to be enjoyed very cold, a balance the master brewers achieved by increasing its bitterness, thereby creating a beer with a distinctive character. Ever since then, its roots have remained a constant source of inspiration for creating, experimenting and evolving through the art of brewing. The result of this fusion of origin and evolution is the craft beers produced by Factoría Cruzcampo (Seville) and La Fábrica de Cruzcampo in Málaga, which incorporate ingredients such as citrus fruits and tropical fruits.
This diversity is also reflected in its range, with beers such as Cruzcampo Especial, made with 100 per cent natural ingredients, featuring a special hop and an exclusive yeast that give it its distinctive flavour; Cruzcampo Gran Reserva, a 100 per cent malt beer to enjoy on special occasions; Cruzcampo Radler, with natural lemon juice; Cruzcampo 0.0, with 0% alcohol and best enjoyed chilled; Cruzcampo 0.0 Tostada, a lager with all the intense nuances of roasted malt and 0% alcohol; and Cruzcampo Especial Gluten-Free, offering all the flavour of Cruzcampo Especial and suitable for coeliacs.
For its part, Cruzcampo on tap is a special beer produced using a unique, unpasteurised brewing process. A recipe designed to be cold-filtered, preserving all the nuances of its ingredients and ensuring a more refreshing beer. Served at -2°C, with a naturally formed head created by the draught system, this beer – which is the market leader in the hospitality sector nationwide – can be enjoyed to the fullest.www.cruzcampo.es FB: /Cruzcampo.es | TW: @Cruzcampo | IG: @Cruzcampo | #ConMuchoAcento www.cruzcampo.es FB: /Cruzcampo.es | TW: @Cruzcampo | IG: @Cruzcampo | #ConMuchoAcento
HEINEKEN Spain
At HEINEKEN Spain, we create moments of enjoyment that bring us together to build a better world. We are part of HEINEKEN NV and are the most international brewery, with one secret ingredient: local diversity. With history spanning more than 160 years, we have more than 85,000 employees in over 70 countries, of which nearly 1,400 are in Spain, and a portfolio of 350 brands and 80 varieties worldwide. In our country, we contribute almost 5,000 million euros to the economy as a whole (0.3 per cent of national GDP). This means that, for every euro we generate through our activities, we contribute 11 euros to the country’s wealth.
Our range includes major brands such as Heineken®, Cruzcampo, Amstel and El Águila; international brands such as Heineken® and Desperados; cider and ‘tinto de verano’ from Ladrón; and local brands such as 18/70 and El Alcázar, as well as specialities such as Guinness® and Paulaner, amongst many others. We have been brewing beer in Spain for over a century, where we have four breweries in Seville, Madrid, Valencia and Jaén, as well as two microbreweries in Seville and Málaga. In total, we produce more than 9.9 million hectolitres of beer a year, or, to put it another way, more than 13 million 20 cl glasses a day.
Our strong social and environmental ambition has led us to brew our beers using 100 per cent renewable energy in production since late 2025, contributing to our global goal of achieving net-zero emissions by 2040 across the entire value chain. Furthermore, we return to the catchment areas that supply our breweries a volume of water equivalent to the total volume of water contained in our beers and ciders, whilst minimising our waste as much as possible and ensuring that our four breweries remain certified as ‘Zero Waste to Landfill’. We are also committed to nurturing young talent and promoting their employability, and we support the hospitality sector through our Cruzcampo Foundation and its Hospitality School. At HEINEKEN, we encourage the responsible consumption of our brands.
More information at: www.heinekenespana.es and its Press section. Download image material relating to HEINEKEN and its brands here.
About Rolser
Rolser is a Spanish family-run business based in Pedreguer (Alicante) which will celebrate its 60th anniversary in 2026, having established itself as a leading brand in the shopping trolley category. The company designs and manufactures solutions that make everyday life easier across two product ranges: In Motion, featuring trolleys and bags to make transport easier and accompany people on their journeys, and At Home, offering household solutions such as ironing boards and ladders. Design, functionality, durability, sustainability and innovation form part of a product philosophy developed right from the manufacturing stage in Spain.
Throughout its history, the company has taken its commitment to design and innovation to all five continents and to international venues such as the MoMA in New York and the catwalks of Madrid and New York. Another highlight among its products is the 8 Plus model, the world’s first recycled and recyclable trolley, which has been recognised with a Red Dot Award: Product Design – a testament to Rolser’s commitment to advancing everyday objects through design, innovation and sustainability. www.rolser.com
Press contact:
Rosana Alcayde · rosana@rosanaalcayde.com · 670 277 208