Blog: Strongbow over ice? Heineken hits up the ghost of Magners past

James Wilmore | 3 October 2014

Is Heineken hoping to repeat the trick that shot Magners to fame with its new Strongbow campaign in the US?

Earlier this week, the Dutch brewer unveiled a new TV ad for its cider brand which, wait for it, encourages drinkers to sup their alcoholic apples over ice. You may recall that Ireland's C&C Group scored a coup in the mid-2000s with a similar tactic in the UK.

It's a smart move by Heineken, considering the increasingly-crowded US hard cider market. Over ice is a neat selling point.

The only question is, how long will the trend last for Heineken, if consumers catch on? For C&C, the Magners moment was well-and-truly over by 2010.

With cider still a tiny proportion of the overall US beer market, though, it's worth a try either way.


SABMiller's last word

Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....


"Genderless" drinks will drive future trends - Analysis

Experts have said drinks and brands that do not centre around one gender will drive future trends, as modern consumers look to avoid stereotypes.  ...


"Buy a Mountain Dew and enjoy it"

No, this is not PepsiCo's new ad slogan for its Mountain Dew brand....


Did Alibaba's 9.9 Global Wine and Spirits Festival flop?

Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....


Is Vietnam about to curb late-night drinking?

In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....

just-drinks homepage

Forgot your password?