Heineken launches new cider brand, dispense innovation and on-trade business initiative
Cider brand
Old Mout Cider, the biggest cider brand in New Zealand, will hit the UK market on 24 March, as a competitor to Kopparberg and Rekorderlig.
Three new flavours – kiwi and lime, passionfruit and apple, and summer berries – have been devised especially to appeal to 18 to 24-year-old drinkers in the UK, who have a “sweeter” palette and “want experimentation”, said Heineken.
“We have brought the branding from New Zealand and we have put a twist on it for the UK marketplace,” said Andrew Turner, category and trade marketing director at the brewer.
“It’s quite a quirky brand. It’s got loads of personality.”
Heineken will spend £3m on its launch and the brand will be listed by both Enterprise Inns and Punch Taverns.
POS kits include posters and branded glassware and it will be marketed on social media, London transport and in the press, but not on television.
Beer dispense technology
Heineken has also introduced a new draught beer dispense innovation, called Heineken Served Extra Cold.
The equipment chills beer to 2⁰C, but is designed to be used alongside frozen glasses, to serve beer at 0⁰C.
It features a frosted front with an LED temperature, to “create engagement back at the point of purchase”, said Heineken.
The technology – which is already being used in several other countries, including France, Holland, Spain and Germany – has been trialled in 122 UK outlets but the brewer said it will be installed in 1,500 venues in ten UK cities by 2015. It will cost around £3,000 for the brewer per outlet, but there will be no charge for the publican.
“We’ve seen an average increase at rate of sale of 20% in these countries. But in the first 11 outlets in the UK we started with, we saw a 50% increase in rate of sale,” Turner said.
“It delivers quite a different beer. The colder the beer gets the less the carbonation, so you get a much smoother beer and it makes it slightly sweeter.”
Business incentive
Heineken has also launched a new initiative to help customers market their businesses better, in return for pubs selling more of its beer.
The brewer will build and manage a new website or social media account, install free wi-fi or design local radio or press advertising for licensees that sign up to “Our Shout”, to help them drive more footfall into their pub.
“We’ll visit publicans and have a chat with them about growing our business with them and in return we’ll try and help them grow their business and market it,” Turner said.
The scheme, run in partnership with agency whynot!, has been trialled since October 2013.
It will be introduced at both the brewer’s own leased pub estate Star Pubs & Bars and also among the company’s freetrade customers.
Licensees that sign up will be on an initial 12 month contract.
Desperados
Heineken also announced today the launch of Desperados Verde, a Mojito inspired beer.
