Three variants of the Heineken-owned cider brand - Berries & Cherries, Pineapple & Raspberry, and Kiwi & Lime - are available on tap for the new font.
The Flavourwave has been created to offer operators an opportunity to tap into the momentum of growing cider sales, while maximising returns, in time for the peak cider summer period.
Research has shown 64% of consumers feel warm weather draws them to cider at the pub, according to the KAM Heineken Summer Cider report from May 2023.
Growing drinks category
In addition, cider had remained the fastest-growing drinks category in the on-trade over the past two years, and premium flavoured cider now accounts for one in 10 draught cider sales, data from CGA by NIQ showed in April this year.
Figures from CGA by NIQ also showed outlets that introduce premium flavoured draught cider experienced an average uplift of 572 serves per year.
The CGA data further revealed Old Mout sales from the start of this year are already up by 48% compared to 2024.
Old Mout Cider Flavourwave outlets will also receive point of sale material that drives further awareness of the three new flavours on tap.
The kit includes bar staff t-shirts, drip mats, tent cards and a case of Old Mout’s newly designed pint glass.
Drive trial
Venues can further drive trial through Old Mout’s new in-outlet tasting experience – Mini Mouts – a Flavourwave ‘flight board’ that allows consumers to try each Old Mout flavour for the price of one pint.
Heineken UK cider brand director Rachel Holms said: “As one of the UK’s leading flavoured cider brands, we want to continue to surprise and delight our customers with new and exciting innovations – and Flavourwave promises to do just that.”
She added: “A ground-breaking technological advance for the on-trade, we want to continue to tap into the opportunities that the premium flavoured cider market presents, whilst offering operators a new way to drum up engagement in-venue in these warmer months and beyond.”
