New Strongbow cider brand to get £1m sampling push

Heineken's new premium cider brand, Strongbow Cloudy Apple, will launch into the off-trade next month backed by a £1m national sampling campaign.

Strongbow Cloudy Apple
Strongbow Cloudy Apple
The launch will be Heineken's "biggest ever" UK new product development campaign, and will include an £8m multi-channel above-the-line campaign across TV, outdoor, video, mobile and social.

Approximately 700,000 samples will be handed out to consumers in high footfall locations such as events, transport hubs and city centres.

Aimed at cider drinkers in their late 20s and 30s, the new beverage takes inspiration from the traditional world of cloudy cider, but with Strongbow’s signature "cut-through" "crisp" taste. It will be priced in line with Strongbow Dark Fruit and will be available in three sizes to target consumers for different occasions.

Martin Porter, managing director off-trade at Heineken, said: "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.

"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."

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