The UK’s leading cider brand Strongbow is being revitalised by brand owner Heineken with the launch of Strongbow Pear backed by a £10 million (US$16m) marketing campaign.
Sold in cans and bottles with a new brand design, the 4.8% ABV drink joins Stella Artois Cidre Pear and rival premium cider producers Magners and Kopparberg in an increasingly competitive market.
Darryl Hinksman, marketing chief for on trade at Heineken UK, said: “Led by Strongbow, every day draught ciders continue to outperform the LAD (long alcoholic drink) sector.
“Nevertheless, the cider category is still under-developed in the on trade sector, where it enjoys just a 10 percent volume share of the total on-trade LADs, compared to the 21 percent volume share cider commands in the off trade.
“As the clear market leader, Strongbow is best placed to drive growth in the category and Strongbow Pear – the first everyday pear cider available on draught – will help licensees to capitalise on a major opportunity to build incremental sales by stocking a Pear cider that lives up to the Strongbow name by delivering the ultimate in great taste and everyday refreshment.”