Heineken Extends Strongbow Cloudy Apple Into The Off-Trade
24 Jul 2015 --- Strongbow is extending its new premium cider, Strongbow Cloudy Apple, into the off-trade this August.
The new variant takes inspiration from the traditional world of cloudy cider, but critically delivers Strongbow’s signature cut-through refreshment with the crisp, rich taste of bittersweet apples from Herefordshire.
The result is an intensely refreshing 4.5% ABV sparkling cloudy cider with a greater depth of flavour and rounded apple taste. Aimed at cider drinkers in their late 20s and 30s, it’s the perfect choice for consumers looking for a premium and traditional style of cider, but with the reassurance of a recognisable and trusted brand.
Martin Porter, managing director – off-trade at Heineken, comments: “Strongbow plays a key role in growing the cider category by tapping into existing trends, making them accessible to the mainstream market and increasing sales for retailers. Strongbow Dark Fruit is a prime example of this. For Strongbow Cloudy Apple, we’re giving traditional cloudy cider a modern twist, bringing our customers another new and exciting cider which responds to changing consumer tastes. We are already seeing strong performance in the on-trade, and we’re confident that this great tasting liquid is going to fly off the shelves.”
Strongbow Cloudy Apple will be priced in line with Strongbow Dark Fruit and will be available in three SKUs to appeal to target consumers for different occasions:
A 500ml glass bottle to encourage trial amongst experimental consumers who are always on the lookout for new and innovative products
A 10 x 440ml can pack to appeal to ‘savvy’ shopper types who look for good value for money
A 4x 440ml can pack to appeal to consumers looking for a premium drink to share with friends at home
A 4x 500ml price-marked pack for the convenience channel to appeal to price-conscious consumers who look for value for money
The launch will be supported by Heineken’s biggest ever UK NPD campaign to drive a high level of consumer awareness and demand. This will include an £8m multi-channel ATL campaign across TV, outdoor, video, mobile and social as well as a £1m national sampling campaign aiming to bring approximately 700,000 samples to consumers in high footfall locations such as events, transport hubs and city centres. The launch campaign is set to be one of the biggest of the alcohol category this year making Strongbow Cloudy Apple un-missable over summer.
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