Bringing the fruit flavours

Heineken expands Old Mout range ahead of summer

Heineken UK has expanded both the core and alcohol-free Old Mout ranges of cider.
Heineken UK has expanded both the core and alcohol-free Old Mout ranges of cider.

HEINEKEN UK has expanded its Old Mout cider range ahead of summer with the launch of two new variants.

Old Mout Strawberry & Apple (4% ABV) joins established flavours including Berries & Cherries, Kiwi & Lime, Pineapple & Raspberry, and Watermelon & Lime in the brand’s alcohol fruit cider range, while the recently-launched Pineapple & Raspberry Alcohol Free product bolsters the brand’s expanding alcohol-free range.

It joins the Berries & Cherries Alcohol Free variant.

Quoting recent figures from CGA, Heineken UK said the launch of the new alcohol-free cider comes as 36% of Brits reported that they had recently tried an alcohol-free product while in the on-trade.

Both new products are available in 500ml bottles and Heineken is supporting the launches with an advertising campaign – said to be worth several million pounds – running on TV and social media channels.

“Some 33% of all cider serves are ordered by Generation Y drinkers, who are also some of the most adventurous drinkers in Britain’s on-trade,” said Rachel Holms, cider marketing director at Heineken UK.

“Old Mout’s newest launches present a clear opportunity for our customers to tap into this highly engaged customer base, who seek exciting new flavours from trusted brands when drinking in pubs and bars. Heineken UK is a cider category leader and always looking to bring drinkers new and exciting flavours.

“Our latest flavour launches hit the market for consumers looking for fresh, bold new flavours of cider.

“Operators stocking drinks that appeal to this demand set themselves up to win additional sales from drinkers seeking alternative choices.”