Product Launch - US: Heineken's Strongbow Gold Apple, Honey & Apple Hard Cider
Click through to view Heineken's Honey & Apple Hard Cider
Heineken's Strongbow Gold Apple, Honey & Apple Hard Cider
Category - Cider, both 5% abv
Available - From this month
Location - US, nation-wide
Price - Not specified, available in 11.2oz bottles
Distribution - Heineken
Heineken is looking to surf the wave of hard cider growth in the US with the launch of two expressions of its Strongbow brand. Strongbow Gold Apple and Strongbow Honey & Apple will be available in the country from this month, while the original recipe Strongbow will be phased out.
Research published this month indicated double-digit growth for hard cider in the US last year.
Strongbow Hard Cider, the number one global cider brand*, announced the launch of Strongbow Gold Apple Hard Cider and Strongbow Honey & Apple Hard Cider. With over 125 years of cider-making heritage, Strongbow offers a distinct kind of refreshment from other ciders with these new flavors.
Throughout Strongbow's history, the brand has remained committed to selecting the ideal apples for a perfectly balanced cider recipe. While many ciders tend to have an overly sweet taste profile, like the Fuji apple, or tart, like the Granny Smith variety, Strongbow offers something different. With refreshment at its core, Strongbow Gold Apple Hard Cider delivers a perfectly balanced, crisp apple taste that hits the "bull's-eye" by capturing the sweet and tart notes of the Golden Delicious apple, along with hints of Honeycrisp apple and pear. Strongbow Honey & Apple Hard Cider is a seamless blend of fresh apple taste and silky honey, a flavor new to the cider market.
As the global leader in cider, Strongbow is never standing still, actively pursuing new product flavors in an effort to bring consumers the variety they crave. Extensive research found that both men and women strongly prefer the new crisp, refreshing flavor profile of Strongbow Gold Apple**.
"Strongbow is perfect for those occasions when you're on a rooftop with friends on a warm, sunny day, kicking-off your afternoon plans, and all that matters is spending time together," said Charles Van Es, Senior Brand Director Portfolio Brands, HEINEKEN USA. "It offers a different kind of refreshment that sets the stage for a great time, day or night."
Strongbow consumers live their lives in a natural, effortless way, and appreciate authentic experiences and moments with friends. They love the outdoors but also love the city, where they seek their own 'urban orchards': places where nature meets the upbeat metro pace, and real conversations happen. From parks and patios to deck bars and street festivals, those urban orchard locations are meant to enjoy a Strongbow poured over ice.
Both Strongbow Gold Apple and Strongbow Honey & Apple are gluten free, 5% ABV, and contain 172 and 195 calories per 11.2 oz. bottle, respectively.
The launch will be supported through a mix of traditional and paid media, digital, PR, and experiential marketing. The brand will also carry out extensive sampling where legal with adults 21+.
Since HEINEKEN USA acquired import rights in January 2013, Strongbow has been consistently improving trends and growing share in a category that is quickly gaining traction. As the global leader in cider, Strongbow continues to invest in the expanding cider category through new product innovation and upscale, lifestyle brand development.
Original source: Company Release
This week, just-drinks welcomes Fiona Curtin, the senior innovation manager at Heineken's division in Ireland and a just-drinks subscriber....
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