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.

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