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.

BLOG

Feeling Blue on Monday? Help is at hand

It may not be scientific, but the third Monday in January has been coined 'Blue Monday' - the most depressing day of the year. Dreamed up in the UK by a psychologist commissioned by a holiday company ...

NEWS

Anheuser-Busch InBev partners Wayne Gretzky in Budweiser Super Bowl push - video

Anheuser-Busch InBev's Canadian unit has partnered with former ice hockey player Wayne Gretzky to launch a new campaign for its Budweiser brand. ...

BLOG

Bad day on the beer? This'll help

If you work for a brewer and are having a rough week, take a minute to regain some perspective with this, from the good people at US craft beer producer Sierra Nevada Brewing Co....

BLOG

Brewers Association "bid" to buy Anheuser-Busch InBev strikes a chord

Is this a case of if you can't beat them, buy them?...

BLOG

Non-alcoholic beer fails the Bernstein challenge

Crazy days in the Bernstein offices. Taking time out from being one of the world’s top beverage analysts, the Bernstein team, lead by its London-based veteran Trevor Stirling, held its very own taste ...

just-drinks homepage



Forgot your password?