Strongbow Dark Fruit to roll out next month

Owner Heineken launched the cider, a pre-mixed twist on the pub classic cider & black, made with blackberry and blackcurrant juice, into the off-trade last June and is now readying a draught push for the on-trade.

It is hoping to re-invigorate draught cider sales, which have not experienced the huge growth of bottled ciders in recent years.

'Underdeveloped'​

“Cider is the most dynamic category in the alcohol sector but most of the growth is coming from the modern segment,” said Heineken UK’s
category and trade marketing director Andrew Turner.

“While consumers are enjoying the multitude of packaged flavour variants available, the category remains underdeveloped in the on-trade and offers significant room for growth.”

Flavoured ciders are driving growth in the bottled category and the company hopes the same will happen for draught, which still accounts for 63% of total on-trade volume sales.

Multi-million pound campaign​

The launch will be boosted by a “multi-million” pound campaign to drive trial.

PoS kits, which will include posters, bar runners and drip mats, will be available for publicans.

“Draught cider remains the bedrock of the category. Tapping into the demand for mainstream flavour experiences, Strongbow Dark Fruit is set to draw every-day drinkers into the flavoured cider segment,” said Turner.