The Old Mout summer-sharing packs contain 33cl cans

The Old Mout summer-sharing packs contain 33cl cans

Heineken's UK unit has lined up new packs for its Old Mout cider brand, as it looks to cater for summer sharing occasions. 

The 10x33cl can packs will be available for three of the brand's flavours: Kiwi & Lime, Strawberry & Pomegranate and Passionfruit & Apple. Heineken has also lined up a four-pack of Kiwi & Lime. 

According to the brewer, 33cl cans are the "fastest growing format across beer and cider, adding GBP78m (US$99.4) to the category within the last year". 

The ten-packs, which feature a built-in handle, carry an RRP of GBP11.

Earlier this year, Heineken launched a GBP5m campaign for the New Zealand cider brand. The company said that the Old Mout activation will run nation-wide from April until August. Heineken said the campaign aims to "drive consumers to their closest pub or shop". 

Beer cans should know their place, and it's not at the table - Click here for a just-drinks comment

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