Old Mout’s range of premium cider is being further expanded with the introduction of a Mango & Passionfruit flavour.
Rachel Holms, cider brand director at Hdeineken UK, said: “As the biggest flavoured cider brand in the on-trade, it’s important to continue to appeal to the growing fan-base with new flavours.
“Old Mout Mango & Passionfruit will be the taste of the summer and requested in pub gardens across the country,” she predicted.
“By creating excitement and variety in our offer, we aim to recruit new and younger drinkers to the category and continue to capitalise on the momentum of Old Mout’s growth.”
Packaged premium flavoured cider continues to perform well in the on-trade, growing to 71% of cider sales in the fridge. Old Mout is the biggest flavoured cider brand and is reportedly set to have an excellent year, with sales from the start of this year already up by an impressive 40%, compared to 2024.
The launch of the Mango & Passionfruit variant aims to build upon that, providing cider fans with a new flavour to discover and attracting new consumers to the category.
Rolling out across pubs and bars nationwide this month, the new flavour is available now in 500ml bottles with an ABV of 4.0%. It is also vegan friendly and gluten free, with natural flavours and no added colours.
To support the launch of Old Mout Mango & Passionfruit, the brand will feature the new flavour in its two-year long Moutopia campaign across VOD, CTV, social media, programmatic and OOH.
Mango & Passionfruit will also feature in its latest summer influencer campaign.
