Heineken set to roll out new fruit-flavoured brand early next week
SCOTLAND’S packaged cider market gains a new player this month when Heineken launches New Zealand cider brand Old Mout.
The beer and cider firm will roll out the 4% ABV cider to the on and off-trades from Monday (March 24).
Three flavours of New Zealand Old Mout are said to have been formulated for the UK market at Heineken’s cider plant in Stassen, Belgium.
The Summer Berries, Passionfruit and Apple, and Kiwi and Lime variants are intended to appeal to young adult drinkers.
The launch of the Old Mout range is being backed by a £3 million marketing campaign, which will include print and outdoor advertising, sampling activity and digital marketing.
Three flavours of Old Mout Cider have been formulated for the UK cider market.
The cider, which will be available in a 500ml bottle, is designed to be served in branded glassware, over ice.
Lawson Mountstevens, on-trade managing director for Heineken UK, said the new cider range will “bring an exciting new dimension” to the firm’s cider portfolio and help operators “to tap into the rising demand for premium drinking experiences”.
“Old Mout Cider meets the needs of 18-24 year old ‘discoverers’ who constantly seek out different flavours that create an impression amongst friends,” he said.
“By introducing Old Mout Cider to our UK portfolio we will be expanding their choice, encouraging existing cider drinkers to trade-up and drawing new consumers into this fast-growing segment.”
The launch of Old Mout Cider comes as Heineken expanded its range of lower ABV ciders with the introduction of two new Bulmers variants.
The 2.8% ABV Indian Summer and Five Fruit Harvest variants will be supported by TV, outdoor and digital advertising targeted at 18-34 year old consumers.
Mountstevens claimed Bulmers is the “perfect brand” to develop the “emerging moderation segment”.
“We are confident they will be welcomed by the growing number of drinkers who are currently unable to find a quality cider product with a lower alcohol content,” said Mountstevens.
