Cider raises a glass to history

Strongbow parent firm puts an emphasis on draught product

• The new branded glass is part of Heineken’s focus on the Strongbow draught serve.

HEINEKEN UK has introduced a new branded pint glass for Strongbow which stresses the brand’s heritage and history.

For the first time the glassware includes information about Strongbow’s provenance and the origins of its ingredients.
The glasses and a new TV advertisement, titled ‘BitterSweet’, highlight the farmers who grow and press one billion cider apples per year.
Edinburgh-based Heineken UK says the new design reflects its desire to share the story behind Strongbow’s Herefordshire roots and raise quality perceptions among drinkers.
Through the activity Heineken hopes to engage “the modern, experimental cider drinker” as well as appealing to the brand’s existing consumers.
The glassware is said to have been designed to improve the drinking experience for consumers and to drive rate of sale for licensees.
Andrew Turner, on-trade category and trade marketing director at Heineken, said: “As the champion of the cider category, it is important for us to constantly surprise our consumers and continue to differentiate Strongbow, particularly with the influx of many new bottled cider brands.
“This new glassware is designed to remind consumers that draught is the best and most credible way to enjoy cider.”
The new Strongbow glasses will be backed by extensive marketing support.
Licensees, meanwhile, will be provided with quality and hygiene information in order to train staff on service with and care of the new glassware.
Turner added: “Pre-launch testing showed that two thirds of non Strongbow drinkers would retry the brand as a result of the new glass, prompting repeat purchase from new consumers and, as a result, introducing new drinkers into the classic cider category. Existing drinkers were also consistently positive about the new glass and both groups indicated that Strongbow seemed to taste better from the new glass.
“Another factor was ensuring that the new glassware would work across a range of flavours and testing revealed that over 75% of consumers preferred the look of Strongbow Dark Fruit in the new glass.”