Cider crosses to the dark side

New Strongbow variant ‘draughted’ into the on-trade

• Support for Strongbow Dark Fruit will include new POS and an outdoor advertising campaign.

THE Strongbow cider range is to be expanded this month with the introduction of Strongbow Dark Fruit in draught format.

Available from mid March, the new draught variant follows the introduction of Strongbow Dark Fruit in packaged format in the off-trade last summer.
Strongbow Dark Fruit is said to deliver Strongbow’s “signature cut-through refreshment” along with blackcurrant and blackberry juices.
On-trade support for the cider will include point of sale materials such as posters, bar runners and drip mats, all of which are designed to match the off-trade packaging.
The launch will also be supported by what is said to be a multi-million pound marketing campaign including outdoor advertising.
Andrew Turner, category and trade marketing director for Heineken, the firm behind Strongbow as well as cider brands Bulmers, Scrumpy Jack and Symonds, described cider as “the most dynamic category in the alcohol sector”.

Strongbow Dark Fruit was launched in the UK off-trade last summer.

“Most of this growth is currently coming from the modern segment and whilst consumers are enjoying the multitude of packaged flavour variants available, the category remains underdeveloped in the on-trade and offers significant room for growth,” said Turner.
“Accounting for over half of the category volume, draught cider is critical for licensees looking to recruit new drinkers and drive sales and everyday draught ciders offering a higher price premium per pint than lager.”
Heineken claims that 27% of value growth in the cider category is currently coming from ‘non-original’ variants, while draught continues to dominate the market, accounting for 63% of on-trade cider volumes.
The company claims that Strongbow accounts for £800m of sales every year.