Old Mout releases alcohol-free cider

11-Apr-2018 - Last updated on 08-Jun-2018 at 14:03 GMT

Cider option: the alcohol-free variant has been launched in response to a growing demand for low- and no-ABV drinks

Old Mout has unveiled an alcohol-free cider for the first time, in response to the growing demand for low- and no-alcohol drinks.

The Heineken-owned cider is being launched in a berries and cherries variant and aims to offer a new option for drinkers to enjoy fruit cider.

Heineken cider director Emma Sherwood-Smith said: “Old Mout is a real success story. Drinkers love it and its unique proposition means it has got huge stand out.

“Our quirky kiwi will now be adorning an alcohol-free version, which means for the 50% of us who are looking to moderate our alcohol intake, there is an alcohol-free cider to enjoy.”

On-trade option

Old Mout Alcohol-Free is available now across the on-trade, in 500ml bottles.

Meanwhile, Heineken has also launched a new design on the Maltsmiths IPA and lager to further drive performance.

Launched to bridge the gap between premium lager and craft, Maltsmiths’ new look aims to stand out at the bar and encourage ‘craft curious’ consumers to trade up.

Gateway into craft

Heineken brand director Sam Fielding said: “We are thrilled to be announcing the launch of Maltsmiths’ new look, it is a really exciting time for the brand.

“Our Maltsmiths are following their passions and creating crisp, full-flavoured beers they want to drink. The new design showcases their passion for brewing and beyond, while creating stand-out on the bar and in the fridge.

“Maltsmiths is a gateway into craft beer – its beers are created for curious drinkers that love lager, but want an experience and a taste that is a little bit different.

“The new branding reflects this positioning and offers a point of difference, ultimately driving strong sales for licensees as people trade up.”

The new look Maltsmiths is now available to the on-trade.