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

The (temporary) return of Paul Walsh to the drinks debate

Paul Walsh just can't stay away from the drinks industry....

BLOG

Budweiser races to stock Mars bars

For those people looking to the Red Planet as shining utopia away from all things earth, look away now....

BLOG

When life gives you lemons, make soap

Bacardi's 42 Below vodka brand has found a novel way to use the lemons left over from cocktail-making: Turn them into liquid soap....

BLOG

Small measures required as Philadelphia soda tax adds up

Philadelphia’s soda tax came into force on Sunday, and is reportedly causing a stir in the city's check-out aisles....

just-drinks homepage



Forgot your password?