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Heineken boosts Blind Pig cider alcohol content, scraps ice serve

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Heineken's UK unit has re-launched Blind Pig cider with a higher alcohol content and a renewed serving suggestion. 

Heinekens Blind Pig cider comes in three variants

Heineken's Blind Pig cider comes in three variants

The spirit-flavoured cider launched in the UK on-premise in May last year with a 4% abv. Today, Heineken announced an off-premise roll-out with a 5.5% abv. 

Meanwhile, Heineken has scrapped last year's over-ice serving suggestion.The brewer said today that the drinks "shouldn't be anywhere near ice" and should be served straight from the fridge. The pack size has also changed - Heineken described the latest 335ml bottle as "American-sized". The initial bottle size was 500ml. 

A Heineken spokesperson told just-drinks: "Last year's launch was small scale to test the brand as it's stretching the cider category to late night occasions. We undertook considerable consumer testing and as a result a number of factors of the brand have evolved. This includes a smaller bottle size, no over-ice serve and a more premium abv."

The brand launched in 2015 with an RRP of GBP4.95 (US$6.50) per 500ml bottle. The new price is GBP4 per 335ml. 

Blind Pig is said to be inspired by American speakeasies in the 1920s. It is aimed at the "higher energy, late night occasion", rather than the outdoor summer drinking occasion. 

The cider comes in three variants - Bourbon & Blueberry, Whiskey, Honey & Apple, and Rum & Poached Pear. 

Earlier this month, Heineken said it had made developing in-house craft beer brands a priority over acquiring smaller players.


Sectors: Beer & cider

Companies: Heineken

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