- New Zealand-born cider brand, Old Mout, has brought a juicy new trend to the Cider category, with Watermelon & Lime the latest addition to its range
- The brand’s last innovation, Pineapple & Raspberry, was the number one Cider innovation of 2019 in value sales[1] and is currently the number one Exotic Premium Flavoured Cider in the market[2]
- The new variant taps into the growing popularity of watermelon in the drinks category following a string of successful launches in adjacent categories over the last year
- Old Mout Watermelon & lime will be Old Mout’s lowest sugar variant to date. In line with its current range, Watermelon & lime is made from natural flavours, is gluten-free and vegan-friendly and also performed exceptionally well in external consumer taste-tests[3].
Following on from the success of Old Mout’s most recent innovation Pineapple & Raspberry which was the number one Off-Trade Cider innovation of 2019 and worth £24m in 2020 across the trade[4], HEINEKEN UK is expanding Old Mout’s innovative range of fruit flavours, with the addition of Old Mout Watermelon & Lime.
The number two Premium Flavoured Cider in the Off-Trade[5], Old Mout’s latest launch taps into the growing popularity of exotic flavours and unique taste combinations. Scoring extremely highly in taste tests, Old Mout Watermelon & Lime contains the same 4.0% ABV as the other Old Mout variants, resulting in a refreshing watermelon with a crisp hit of zesty lime. What’s more, like every one of Old Mout’s ciders, the new variant is made from natural flavours, is gluten-free and vegan-friendly.
With watermelon the third most popular fruit globally[6], the new variant taps into the growing popularity of the fruit in the drink’s category following a string of successful launches in adjacent categories over the last year. As such, Old Mout’s new blend of refreshing watermelon with a citrus edge is guaranteed to be a hit in 2021, offering customers and consumers alike a taste of summer in a bottle.
Supporting the launch will be an extensive digital media plan on Facebook, Instagram and YouTube throughout the Summer, as well as support for the trade with bespoke POS launch kits. Driving trial, the new variant will be poured at multiple festivals this year, including Isle of Wight Festival and Boardmasters, alongside a Summer sampling campaign with Deliveroo.
“In 2019 our Old Mout Pineapple & Raspberry launch was an outstanding success and we’re ready to do it all over again with the arrival of our new Watermelon & Lime flavour” says HEINEKEN UK Cider Marketing Director, Rachel Holms “With strong consumer taste test results, as well as a dynamic flavour combination of watermelon and lime, we believe we have an exceptional, new flavour at our disposal. Watermelon & Lime has mass appeal, which will ensure that not only will our consumers get a refreshing taste, but our retailers can realise the full potential of their premium cider offering to boost their sales further.”
Old Mout Watermelon & Live is widely available now in a single 500ml bottle.
[1] Nielsen ScanTrack, Total Coverage Full Year 2019 vs YA
[2] Nielsen ScanTrack Total Coverage, MAT to 06/03/21
[3] Kantar CPT June 2020
[4] Nielsen ScanTrack, Total Coverage Full Year 2019 vs YA
[5] Nielsen ScanTrack Total Coverage, MAT to 06/03/2021
[6] https://www.worldatlas.com/articles/the-most-popular-fruit-in-the-world.html
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