HEINEKEN UK is expanding its on-trade portfolio with the launch of new products for its Strongbow, Bulmers and Desperados brands.
The Bulmers cider range has been bolstered with the addition of new 4% ABV Zesty Blood Orange cider, which replaces the Pressed Red Grape variant. Speaking at the launch in London, Lawson Mountstevens, managing director for the
on-trade at Heineken UK, said the new blood orange variant is the first such cider to be produced.
“A great deal of thought and care has gone into developing this new flavour, to make sure it exceeds the high expectations that consumers now have for a Bulmers cider,” he said.
“We are very confident it will deliver for our trade customers this year and beyond.”
The beer and cider firm also unveiled a new draught cider – Strongbow Cloudy Apple.
The 4.5% ABV cider, which will be launched in May, is targeted at cider drinkers aged 25 and over. Mountstevens said sales of last year’s new variant, Strongbow Dark Fruit, highlighted the “huge potential for our new premium addition”.
In the spirit beer category, Heineken has introduced some South American flavour to its Desperados range with the launch of Desperados Red.
The beer, which is red in colour, is flavoured with distilled sugarcane spirit cachaça and guarana.
The 5.9% ABV beer, which is available in 330ml bottles, is being rolled out to the on-trade now; the launch is being supported by a marketing campaign, which includes digital and outdoor advertising as well as a UK-wide sampling programme.
Heineken UK will also be providing point of sale kits, including bar runners, ice buckets and back-bar display units.
Mountstevens said sales of Desperados Red in other countries, such as Poland and France, have been “outstanding” and the firm expects similar results in the UK.
“Desperados has led the way in establishing spirit beers in the UK, but consumer preferences are continually evolving, especially within the younger adult age group,” he said.
“Now, more than ever, they expect exciting flavours and new ingredients from a brand they already love and trust.”
