Heineken launches Blind Pig cider

Heineken has launched a range of spirit-flavoured ciders, named Blind Pig, which take inspiration from 1920s’ American speakeasies and will be supported by a £1m marketing investment.

The 4% ABV drink, which comes in: Bourbon & Blueberry, Rum & Poached Pear, and Whiskey, Honey & Apple flavours is served from 500ml vintage brown glass bottles into green Blind Pig branded glasses and is not considered a spirit-cider [spider] since “it only contains spirit flavours an no actual spirits,” according to the company.

“We wanted to create something people wanted to be seen holding. The concept is inspired by 1920s speakeasies. This is seeded at events and trendsetting consumers. We are targeting bars that have a good cocktail business. The retail price is £4.95 so it will be a really high margin product for retailers,” said Heineken cider brands director Emma Sherwood-Smith.

Suggested serves include: Blind Pig Bourbon & Blueberry over ice with a scattering of blueberries and a twist of lemon peel, Blind Pig Rum & Poached Pear poured over ice and garnished with a wedge of lime and mint leaves and Blind Pig Whiskey, Honey & Apple served over ice with slices of orange and apple and a glaze of honey

Heineken will be providing visibility kits for the trade which include ice troughs, wall vinyls, chalkboards, glassware and aprons from the Blind Pig email address​.

To find out for about the brand, visit the website​.