Strongbow Strawberry has a 4% ABV, is gluten-free and vegan, made from real fruit juice and free from artificial flavours, sweeteners and colours.
The launch marks the first flavour innovation in the on-trade from the cidermaker in more than a decade.
Launch support
Available on draught and in 500ml bottles, the variant was first launched in the off-trade in August last year with a rollout across the Tesco Group.
The launch is being supported with a major marketing campaign, including multi-channel advertising and a nationwide sampling activation.
As part of the campaign, Strongbow has aimed to help drive the rate of sale in outlets through a digital game that consumers can play, offering two-for-one vouchers on pints across its full range, which can be redeemed by scanning a QR code or clicking through on targeted social media adverts.
Further growth
The original variant of Strongbow was the top brand in the latest Drinks List - The Morning Advertiser‘s list of the top-selling beverage brands in the on-trade - reporting volume sales of 363,058HL in the 12 months to 5 October 2024 and value sales of £232.7m.
While Strongbow Dark Fruit was in fourth place with 206,401HL sold in in terms of volume and £144.6m in value.
Heineken UK cider brand director Rachel Holms said: “We are always looking at ways to drive further growth for the cider category across both the on-and off-trade, aiming to recruit new drinkers by creating excitement and variety.
“Strongbow Strawberry aims to help operators capitalise on this momentum, broadening their offer to consumers.”