Old Mout Pineapple & Raspberry launched on draught

The brand stated the new format aimed to drive growth across the flavoured draught cider category in the on-trade.

Moreover, CGA data to June last year also revealed Old Mout's Pineapple & Raspberry offering is the most popular exotic premium flavoured cider market.

Heineken UK​ cider brand director Rachel Holms said: "Old Mout is famous for its exotic flavours among cider drinkers and is known for offering something a little different.

"By making Old Mout Pineapple & Raspberry Cider available on draught, as well as bottles, we are broadening the accessibility of the hugely popular flavour.

"With 38% of Gen Z and Y cider drinkers looking for new and premium flavoured options, according to the February 2022 CGA BrandTrack, the new launch will appeal to younger drinkers looking for different flavours on draught."

In addition, the launch from Heineken UK ​follows Old Mout's recent successful debut of its Berries & Cherries variant on draught, which has delivered some £12,000 per tap since its launch, according to data from CGA.

Holms added: "Premium flavoured cider ​is also the second biggest cider segment (after mainstream apple) and accounts for 25% of category value, CGA's February 2022 BradnTrack showed.

"Operators who are tapping into the younger drinker’s adventurous mindset by energising their cider offering with premium, exotic flavours, set themselves up to win additional sales."

For more information on how to stock Old Mout Pineapple & Raspberry on draught at your pub, please contact your Heineken UK representative.