Blog: Heineken plays 'hard' ball in US cider
Andy Morton | 12 April 2016
You would be forgiven for thinking that the US cider boom is over. Sales growth of as much as 90% in the past few years has shrunk to double figures. Add to that the continued emergence of the hard soda category (Boston Beer Co this month even launched a hard seltzer - basically alcoholic water) and the future doesn't look bright.
Nobody, however, told Heineken.
The Dutch giant, in an interview with Business Insider this week, threw its considerable weight behind the US cider category, with Ronald den Elzen, Heineken USA's CEO, saying: “We are placing a big bet. We are big believers in cider.”
One could argue that a company that owns heavyweight cider brand Strongbow can do little else. And double-digit growth is not to be sniffed at, no matter what heights cider scaled before.
Still, it's good to see a company stick to its brands and not run for the hard soda hills as Boston Beer and Anheuser-Busch InBev appear to have done. Let's see if Heineken can continue to resist the temptation.
For those people looking to the Red Planet as shining utopia away from all things earth, look away now....
Bacardi's 42 Below vodka brand has found a novel way to use the lemons left over from cocktail-making: Turn them into liquid soap....
Philadelphia’s soda tax came into force on Sunday, and is reportedly causing a stir in the city's check-out aisles....
Earlier this month, I was most-kindly invited by Accolade Wines to visit the Royal Albert Hall in London. The reason? They wanted to see a tennis great in action, and then give them a guided tour thro...
- Pernod's mood darkens over India - Analysis
- Have spirits companies forgotten the mainstream?
- Does alcohol accelerate the onset of dementia?
- Why Scotch must drop the 'malts good, blends bad'
- Ashwagandha - The next functional drinks trend?
- Diageo to cut 105 jobs in Scotland, 50 in Italy
- Distell acquires majority stake in Cruz Vodka
- Pernod Ricard YTD fiscal-2017 sales performance
- Cognac needs innovation at bottom end - Pernod
- William Grant names Europe & NA Travel Retail head
- Global Scotch insights - market forecasts, product innovation and consumer trends
- Global Champagne and sparkling wine insights - market forecasts, product innovation and consumer trends
- Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers
- Myanmar - ISA Country Report
- Flavoured Powder Drinks in 2017: Confronting an Ageing World