Heineken has launched a new super-premium cider brand into the Scottish on-trade.
Named Cidrerie Stassen, the three-strong range is being made available to ‘select partners’ in the on-trade following a successful trial in the off-trade.
The ciders are targeted at 30 to 45 year old consumers who are looking to trade-up from traditional apple ciders.
The range includes Stassen Cidre Brut – a 7.4% ABV dry sparkling cider with a “subtle blend of herbal and tropical fruits”; Stassen Cidre Cuvee Rosé – a 7.4% ABV medium sparkling cider with a blend of red apples, raspberry notes and a rhubarb finish; and Stassen Cidre Grand Cru, which is an 8.2% ABV medium dry sparkling cider with “hints of fragrant maraschino cherry and rose” and with a fruity finish.
Our aim with all NPD is to provide drinks that grow operators’ businesses.
Emma Sherwood-Smith, cider director at Heineken, said: “Cidrerie Stassen is a very exciting launch for us and drinkers will be intrigued by the refined style and luxury variants of this new sparkling sharing cider.
“Our aim with all our NPD is to provide operators with drinks that grow their business and the category.”
The launch came as Heineken introduced a new-look and bottle shape across its Bulmers range.
The new design is intended to highlight the cider brand’s heritage and reinforce its quality.
The new labels also include a revamped logo.
“The space in fridges is becoming more competitive, so it’s right that the most famous packaged cider brand should stand out on the shelf,” said Sherwood-Smith.