• HEINEKEN UK, the UK’s number one Cider producer, has launched a sustainable apple cider to grow the Cider category by engaging younger consumers

• Made with 100% British apples, grown and sourced within 40 miles of its Herefordshire mill, Inch’s goes more than the extra inch to support the environment and turns all apple waste into green energy

• Perfectly balanced between sweet and dry, Inch’s has exceptional taste credentials, with four out of five 18–34-year-olds preferring the taste to that of the nearest competitor[1]

This April, the UK’s number one Cider producer, HEINEKEN UK, breathes new life into the Cider category with the launch of Inch’s – a sustainable apple cider, made from 100% British apples and with an exceptional taste consumers will be sure to love2 . Launching into stores from April, the new cider will be available in 500ml bottles, 4x440ml cans and 10x440ml cans.

HEINEKEN UK’s biggest ever Cider launch, Inch’s has been created to recruit younger consumers in the category. While 17% of shoppers in the UK buy from the Total Alcohol category, only 15.1% buy Apple Cider3 . By delivering the widespread appeal of a modern, refreshing cider, Inch’s aims to bridge this gap and drive additional sales for the category.

Made from 100% British apples, grown and sourced within 40 miles of its mill in Herefordshire, Inch’s has the green credentials to appeal to consumers aged 18-34 who prefer to buy brands that have a social and environmental commitment4 . To keep the cider making process as sustainable as possible, all apple waste at the Inch’s factory is repurposed and turned into green energy, to be used again!

Perfectly balanced between sweet and dry for a great tasting refreshment, Inch’s is a lightly sparkling, ‘medium apple cider’ with a delightful, fresh apple aroma. The brand already has exceptional taste credentials, with research showing that four out of five 18–34-year-olds prefer the taste of Inch’s to its nearest competitor5 . Inch’s is also gluten free and vegan friendly.

To support the launch, Inch’s will receive a multi-million ATL investment, including TV, VOD, online video and social, as well as national sampling, focusing on the premise that the brand goes more than the extra inch for a better cider.

“When something has been created by someone who loves what they do and cares enough to go that little bit further, you can taste the difference and that’s exactly what Inch’s is all about” says HEINEKEN UK Cider Marketing Director, Rachel Holms, “From sourcing to sustainability, we are progressive cider makers on a mission to do things properly in pursuit of a great tasting British Cider that goes that little bit further to do the right thing. In doing so, Inch’s will drive appeal and help recruit younger shoppers into the Apple Cider category to drive additional sales for retailers.”

For more information please contact your HEINEKEN representative or to learn more about Inch’s, visit: https://www.inchscider.co.uk.

1 Kantar Alcovision – demographic profiles L12W 30/09/20

2 Versus a leading competitor, Cardinal Monadic liquid test (120 18–34-year-old L4W LADs drinkers) – September 2020

3 Kantar Alcovision, Total Market Demog % of Total Demog 52w/e to 09/08/20

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