The firm behind Strongbow and Bulmers has bolstered its cider portfolio with a new range of spirit ciders.
Said to have been inspired by the speakeasies of 1920s America, the Blind Pig range is described as a blend of premium cider with fruit and spirit flavours.
There are three different variants in the range: Bourbon & Blueberry, Rum & Poached Pear and Whiskey, Honey & Apple. Each has an ABV of 4% and is available in a 500ml vintage-style brown glass bottle.
Heineken is promoting signature serves, inspired by “classic vintage cocktails”, for each of the ciders.
The beer and cider firm suggests serving Blind Pig Bourbon & Blueberry over ice with a “scattering of blueberries and a twist of lemon peel”; for the Rum & Poached Pear variant, a garnish comprising a wedge of lime and mint leaves is suggested; and for the Whiskey, Honey & Apple flavour, orange and apple slices and a “glaze of honey” is advised.
Heineken said the new ciders have a “unique” taste inspired by the time of the speakeasy.
“If you were to bottle some of the character, grit and bold spirit of that era, you’d surely have something pretty close to Blind Pig,” it said in a statement.
“It will of course be up to the consumer to discover Blind Pig for themselves but there will be premium visibility kits for the trade which include ice troughs, wall vinyls, chalkboards, glassware and aprons.”
Heineken has also launched a summer campaign for its Bulmers cider brand.
As part of the activity, the firm is giving away 5000 pairs of personalised high-top trainers through a promotion in which consumers have to take a photo of their Bulmers bottle and share it on Facebook, Twitter or Instagram alongside #LiveColourful. Individual bottles of Bulmers are included in the on-pack promotion as well as six and eight-packs.
Emma Sherwood-Smith, cider director at Heineken, said: “We are using a brand new win mechanic – one that’s unique to Bulmers and exciting for our consumers.
“The innovative technology puts Bulmers and our consumers’ social channels at the heart of the activity.
“And this summer, we know our consumers will be snapping their bottles to see if they’ve won their customised high-tops.”