The new variant, which is 4% ABV and full of natural flavours, will be available for the on-trade to order in 500ml bottles from March and builds on the success of Old Mout’s popular fruit cider portfolio.
Old Mout Cider marketing director Rachel Holms said: “Heineken UK is a cider category leader and always looking to bring drinkers new and exciting flavours.
Bold new flavours
“Our latest flavour launches hit the market for consumers looking for fresh, bold new flavours of cider.
“Operators stocking drinks that appeal to this demand set themselves up to win additional sales from drinkers seeking alternative choices.”
The latest offering, which will be supported by a multi-million-pound media campaign, follows the recent launch of Old Mout Pineapple and Raspberry Alcohol-Free, also available for the on-trade from March.
Other new flavoured ciders include Rekorderlig Blood Orange Cider (4% ABV), which will be available for the on-trade this month in 500ml bottles, as well as Brothers Cider Cherry Bakewell variant (4% ABV), available in both 300ml and 500ml bottles, also available at the end of this month for the on-trade.
According to the CGA low/no report 2021, 36% of Brits have recently opted for an alcohol free alternative in the on-trade and, while the alcohol free Pineapple and Raspberry offering aims to tap into this growing alcohol-free trend, Old Mout's Strawberry and Apple variant (4% ABV) aims to attract the 25-to-40-year-old drinkers.
Holms added: “Some 33% of all cider serves are ordered by Generation Y drinkers, who are also some of the most adventurous drinkers in Britain’s on-trade.
“Old Mout’s newest launches present a clear opportunity for our customers to tap into this highly engaged customer base, who seek exciting new flavours from trusted brands when drinking in pubs and bars.”