Strongbow shoots for street cred

- Last updated on GMT

Related tags: Festival

Strongbow hopes to boost its street cred among young people with a new club experience that will tour music festivals this summer. Bulmers is...

Strongbow hopes to boost its street cred among young people with a new club experience that will tour music festivals this summer. Bulmers is launching The Strongbow Rooms, featuring zones dedicated to games, "chilling" and dancing. Music will feature DJs Louis Osbourne and Martin Metcalf. The new experience replaces the former Strongbow Lounge and is designed to enhance the brand among 18 to 24-year-olds. It will be accompanied by on-trade promotions in the area of the festivals, including the Godskitchen Global Gathering on 26 July, Newquay Surf Festival from 26 July to 3 August, Pride in the Park on 26 July, VFestival on 16 to 17 August and Creamfields on 23 August. Phil Pick, Strongbow brand manager, said: "Music festivals have played a vital role in helping Strongbow become one of the UK's top-10 long alcoholic drinks in recent years. "By providing a genuinely engaging festival experience, we have strengthened our credibility and recruited thousands of drinkers to the brand." It is planning another 14-week season in Ibiza from this month.

Related topics: Cider

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