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The shopping trolley once carried the image of a weekly market trip with a grandmother. Now Cruzcampo is giving the familiar object a younger look, while also paying tribute to the can vendors whose distinctive calls have long been part of the sound of Spain’s beaches.

 

The Andalusian beer brand has joined forces with Alicante-based Spanish manufacturer Rolser to create a limited-edition trolley. It keeps the recognisable four-wheel design, an off-white chassis and cotton bag, but adds an exclusive Cruzcampo finish and a selection of charms to personalise it.

 

The trolley costs €89.95 and is available for a limited time through the Rolser website.

 

The launch forms part of Cruzcampo’s “Cuarto y mitá” campaign, created by Ogilvy. It stars Sevillian actress Carmina Barrios alongside content creator Paula Sevillano, bringing two generations together in a film shot at one of Seville’s popular food markets, with market workers also taking part.

 

The campaign uses the contrast between the two women to challenge ideas about who uses a shopping trolley and what it represents. For Carmina, it remains closely tied to the small rituals of going shopping locally.

 

“Going to the market with my cart has always been so much more than just filling it with my tomatoes, my olives, or my parsley,” she says. “Saying good morning to your neighbour, chatting with the baker, and stopping at the usual bar for a beer are the little things that make life happier.”

 

Paula sees the same object from a different angle, although she shares the affection for it.

 

“Sometimes we insist on looking for trends elsewhere when what’s truly authentic is right around the corner, in your own neighbourhood,” she says. “I love the shopping trolley. It’s a fashionable accessory, and our grandmothers knew it.”

 

Cruzcampo says the trolley’s appeal is no longer limited to supermarket shopping. Younger users have been taking them to the beach, festivals, picnics and street markets. They have also found uses for them when carrying laundry or during small moves.

 

The renewed interest fits with practical habits such as walking to local shops and reducing the use of plastic bags. Rolser says the product can be found in 63% of Spanish households and is also sold in other European markets, the United States and Japan.

 

Monocle magazine placed the Spanish shopping trolley on its 2025 cover, describing it as “the new must-have for city dwellers.”

 

For Cruzcampo, the collaboration is another way of revisiting familiar customs without leaving them frozen in the past. “Reclaiming our roots doesn’t necessarily mean leaving them as they were,” the brand says. “The Cruzcampo x Rolser cart is the fashion accessory no one expected in 2026.”

 

Images: Rolser