Heineken UK has launched a new campaign ‘Explore A Wider World of Cider’ to help retailers maximise cider sales this summer.
Live until August, the campaign will be brought to life through a series of in-store and in-depot activations across selected convenience stores, grocery and wholesalers to keep the category front-of-mind for shoppers throughout the summer.
It looks to bring Heineken’s full portfolio of cider brands, including Strongbow, Old Mout, Inch’s and Bulmers, together for the first time.
The UK cider market is worth £1.1bn, with this figure sitting at £689m in grocery and £384m in convenience, while Strongbow commands a 20% market share in the total cider category.
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According to the drinks giant, Strongbow is the number one cider brand in both volume and value sales.
Heineken UK cider brand director Rachel Holms said: “The diversity among the brands demonstrates how much opportunity there is for retailers to tap into – from classic apple ciders to exciting flavours, premium options and even alcohol-free alternatives, available at various price points and in a full range of formats.
“With cider drinkers more likely to buy into the category when tempted by innovation, and the appeal of a new flavour from their favourite brand, it’s important for retailers to offer their shoppers a full range of choice.
“By shining a light on the whole category, we want to spotlight the choices available and encourage retailers to explore their shoppers’ varying needs and demonstrate the breadth of choice available to help meet them.”
