• Strongbow, the UK’s number 1 cider brand, has introduced Strongbow Rosé – the highest performing product recipe ever tested by HEINEKEN UK
  • Rolling out from March 2020, Strongbow Rosé is made with red apples at 4% ABV and marks the brand’s first step into the emerging Rosé cider category
  • Coinciding with the launch will be a complete re-design across the Strongbow portfolio on primary and secondary packaging

Answering consumers’ calls for a rosé variant, this month the number 1 brand in the Cider category has unveiled its latest edition, Strongbow Rosé.

Launching in March 2020, the new cider, with its signature refreshing taste, will lead and grow the category by tapping into the trend for pink and rosé drinks, offering potential for incremental sales if retailers stock Strongbow Rosé.

Strongbow Rosé, along with all Strongbow products, contains no artificial sweeteners, flavours or colours, and is a must-stock for spring and the Great British Summer. The launch will be supported by Strongbow’s biggest ever TV campaign and through the line activation.

Coinciding with the launch will be a full brand redesign on the primary and secondary packaging across the Strongbow portfolio. Increasing standout on shelf, the packaging now has a consistent look and feel across the range, with Cloudy Apple moving to a green design and Strongbow Original changing to a matte finish.

“Strongbow Rosé is one of the highest scoring concepts in terms of taste and appeal that we’ve ever tested” says Rachel Holms, brand director for Heineken’s cider brands. “A recipe set for success combined with the new packaging design, our Rosé cider will grow the category by appealing to a different shopper and is guaranteed to help retailers realise the full potential of their Cider offering. We think it’s going to be one of the biggest product launches of 2020.” 

[1] Nielsen Sales Value Total Coverage MAT Data to 18.01.20

[2] Nielsen Sales Value Total Coverage MAT Data to 18.01.20

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