"Posh" Strongbow to launch in pubs and bars

Strongbow Cloudy Apple is a 4.5% ABV sparkling, cloudy cider made from the same bittersweet apples used in the core variant, owner Heineken confirmed.

At least initially it will be available only in the on-trade and only on draught.

The company is positioning Cloudy Apple as a premium version of standard Strongbow and recommends licensees charge a 10% premium for the cider, as the process used to make a cloudy sparkling cider is more difficult and more expensive than producing a standard cider.

“In the last 12-months or so we have seen draught cider return to growth and even out-perform bottled cider,” explained category and trade marketing director, Andy Turner.

“There is a consumer shift away from fruit-flavoured ciders and a corresponding renewed interest in more traditional apple and pear ciders.

“We see an opportunity here for a distinctive new cider from the most recognised cider brand, which is why we have decided to launch Strongbow Cloudy Apple.”

Heineken hopes the new variant will bring new drinkers into the brand as well as offer existing Strongbow fans the opportunity to trade up, driving value as well as volume growth in the draught cider category.

The launch will be supported with a range of PoS and glassware initially, to generate visibility and drive trial in outlets.

This will be followed by a multi-million pound marketing campaign later in the year for the whole Strongbow brand but which will have a focus on the new addition.

Last year the company rolled out its Strongbow Dark Fruit variant to the on-trade.