New Pomegranate & Strawberry flavour for Heineken’s Old Mout cider

20-Apr-2015 - Last updated on 21-Apr-2015 at 15:27 GMT

Old Mout Pomegranate & Cider: backed by a £4m campaign

Related tags New zealand

Heineken has added a new variant to its New Zealand cider Old Mout.

Pomegranate & Strawberry is the fourth flavour to be launched since Old Mout was introduced to the UK market last year.

It joins Summer Berries, Passionfruit & Apple and Kiwi & Lime to the range, which is best served over ice with fruit.

The new 4% ABV flavour will be launched with a £4m marketing campaign that will focus on the overall brand. The campaign will include experiential sampling in city centres.

The global brewer claimed the New Zealand brand has been a “driving force of growth” in the booming world cider category, with 12 million bottles sold in the UK since its launch.

Bold approach

Emma Sherwood-Smith, director of cider brands at Heineken, said: “New Zealanders are known for their adventurous and bold personalities, which is exactly the ethos that drives Old Mout.

“Pomegranate & Strawberry is exotic and unique and we know it will be a hit with consumers as they enjoy discovering new, interesting flavours.”

Pomegranate & Strawberry will be available to order from mid-May in 500ml bottles.