Cider

Old Mout triples spend on advertising

By Nicholas Robinson contact

- Last updated on GMT

Old Mout Cider marketing campaign
Heineken is set triple its marketing spend for cider brand Old Mout by activating a multimillion-pound advertising campaign across press, online and out-of-home.

The campaign is aimed at boosting the brand's presence along with its character, according to Heineken.

Old Mout, which originates from New Zealand and is now made in Europe, has seen a growth in volume of 17% in the UK on-trade since launching here in 2014.

Emma Sherwood-Smith, brand director for cider at Heineken, said: "We have tripled our media spend on Old Mout compared to last year, as the brand is growing and the world cider segment is driving value within the category.

"With warm weather, hopefully just around the corner, there is a clear opportunity for publicans to take full advantage of this mass consumers' awareness activity."

Exclusive interview

Meanwhile, in an exclusive interview, Sherwood-Smith outlined the beer and cider trends operators should look out for in the coming months.

Ahead of the Future Trends: Beer and Cider event, which Sherwood-Smith will be speaking at, she said a second wave of the craft beer was likely to hit pubs as the term starts to become more mainstream.

"The impact of that is new product and brand launches," she said.

It was also evident that to be a successful pub, you had to give customers a reason to leave their home and visit your operation.

The cider director said: "All-day food is a big thing, as are activities in pubs, and we're seeing trends around golf and darts – so it's giving people reasons to come out and spend money rather than stay at home."

Meanwhile, other speakers set to take to the stage at the Future Trends: Beer and Cider event, include CGA Strategy's Graeme Loudon, Euromonitor's Spiros Malandraki, British Beer and Pub Association's chief executive Brigid Simmonds, the National Association of Cider Makers' new communications director Gabe Cook, beer writer and educator Pete Brown and many others.

Beer and cider food pairing

There will be a beer and cider food pairing panel, where experts will be quizzed by the event's chair on the benefits of pairing beer and cider with food.

Also, Brewers Association president and CEO Bob Pease will give the keynote speech and outline how Britain's craft beer and cider movement could look in the coming years.

The Future Trends: Beer and Cider event is backed by headline sponsor Heineken and supported by Kegstar, Nigay and Willis Publicity.

For details about the event, which takes place on 22 June in London, contact Joanne Horton by email on joanne.horton@wrbm.com​ or by phone on 01293 610 403.

Alternatively, visit www.FutureTrendsBeerandCider.co.uk​.

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