Heineken has put more weight behind its flavoured cider brand Old Mout with the launch of a new multi-million pound marketing campaign which got underway this month.
The national activity sees the Old Mout brand, which originated in New Zealand, promoted under the tagline “the Kiwi taste of adventure” across a number of platforms.
Heineken has produced a range of ads which are currently running on outdoor billboard sites as well as in the press and online.
Emma Sherwood-Smith, brand unit director of cider brands at Heineken, said the brewer has “tripled our media spend” on Old Mout cider when compared to last year.
“With warm weather hopefully just around the corner, there is a clear opportunity for publicans to take full advantage of this mass consumer awareness activity,” said Sherwood-Smith.
“Old Mout drives value for licensees – a branded glass, filled with ice, a cold Old Mout and a garnish of fresh fruit, can command a more premium price and is a real point of difference to other ciders.”
Old Mout cider was launched in the UK in the spring of 2014. Three flavours of the 4% ABV New Zealand cider brand were ‘reformulated’ for the UK market in the initial roll out.
Heineken has since extended the Old Mout range with the launch of a fourth variant last spring; the range now comprises Pomegranate & Strawberry, Kiwi & Lime, Passion Fruit & Apple and Summer Berries.