TOP-SELLING cider brand Strongbow has undergone its ‘biggest redesign in a generation’, with a remit to revitalise the category, and re-engage a younger audience.
To this end, the brand has introduced a new stripped-back look across its packaging and bar equipment, retaining the iconic ‘archer’ visual, but with a modern, eye-catching colour palette.
Strongbow’s new draught pump designs and POS materials are now rolling-out to operators, in tandem with a new in-venue ‘Take A Bow’ campaign highlighting the pub workforce, which encourages operators to nominate an employee who ‘embodies everyday greatness.
“From the team member who always goes above and beyond to talk to the regulars, the one who delights in cleaning the drip trays or a colleague who makes the best impressions to entertain during a long shift, we want operators to show off what great things their staff do to bring a smile on everyone’s face,” declared Strongbow.
“Four winners will be announced throughout the summer on Strongbow’s social channels, with winners receiving their own limited-edition apple ‘Take a Bow’ badge and gift box with Strongbow branded merchandise, along with a £200 gift card. The pubs with the winning staff will also receive free stock and glassware for taking part.”
Heineken UK’s cider brand director, Rachel Holms, explained: “This year we have launched a new campaign for Strongbow which says cheers to everyday greatness; the simple, down-to-earth and joyful greatness that can be seen just about everywhere if you know how to look for it.
“We know that pubs, at the heart of British culture, are full of everyday flair. We are excited that through this promotion, we will help shine a light on the amazing people found within hospitality and reinforce that the pub trade is a fun and engaging place to work.”
Amongst all this activity, the brand has launched Strongbow ULTRA Dark Fruit, a 4% ABV cider containing 95 calories per slim 330ml, into the on-trade, offering what it described as ‘a real opportunity to drive value and help to future-proof the cider category’.
Rachel added: “Strongbow Ultra Dark Fruit has already proved it can bring new shoppers to the brand and its introduction in the on-trade allows operators to offer drinkers a fresh, lower calorie cider option with no compromise on taste.
“As well as this, the new design not only resonates with, and engages our existing loyal consumer base, but appeals to new cider and existing Strongbow drinkers.”
Nominations for the ‘Take A Bow’ competition should be made via https://uk.strongbow.com/takeabow by 18th September, 2023. Strongbow will reach out to winners individually ahead of announcing them on their social platforms.
