HEINEKEN UK is launching a new innovation from the nation’s favourite cider brand, Strongbow, with Strongbow Strawberry (ABV 4%).
Available exclusively in Tesco Group, including Tesco, Booker and One Stop stores, Strongbow Strawberry is rolling out now in 4x440ml can and 500ml bottle formats, just in time for the summer.
Commanding over a 20 per cent share in the total cider category, Strongbow is the number one cider brand in the total market in volume and value sales. Strongbow Strawberry joins a range of innovative flavours – including the infamous Dark Fruit, Strongbow Tropical and newly launched Zest – to offer more excitement and choice while looking to recruit new consumers into the category. Insights also reveal that while premium berry-flavoured ciders are growing in popularity, Strongbow Strawberry will aim to plug the gap by offering customers a mainstream option within this flavour space that has a more accessible price point.
Strongbow Strawberry is a crisp apple cider carefully blended with wild strawberry flavours and natural Strawberry fruit juice. Its juicy blend brightens up the classic apple-ness for a refreshing and fruity taste. The bold Red Strongbow strawberry packaging is designed the same as the other Strongbow flavours to drive awareness of the fruits that are blended with our classic apple cider also building taste cues. The new flavour also contains no artificial flavours, sweeteners or colours. What’s more, it’s also gluten-free and vegan friendly.
Rachel Holms, Cider Brand Director at HEINEKEN UK, says: “Strongbow Strawberry is set to elevate our refreshing and great tasting cider range ahead of the peak summer season. As the most popular profile in flavoured cider, Strongbow Strawberry has seen incredible consumer testing results. Our aim is to attract new consumers into the cider category, especially those craving fresh innovation and new flavour experiences.
“Last year, we launched Strongbow Tropical into the market, which was crowned Product of the Year and the number one cider innovation in 20233, followed by Strongbow Zest earlier this year, so we know there is an appetite for new flavours in the category. We recommend retailers stock up now to take advantage of summer sales.”
Around since 1963, Strongbow has gone from strength-to-strength and enjoys cult status in the mainstream space for its range of flavours and iconic advertising. The launch of Strongbow Strawberry will be supported by a wider £10m marketing campaign from May. Whatever the occasion, Strongbow can offer a cider to deliver unbeatable refreshment. The latest innovation joins a roster of variants including Strongbow Original, Strongbow Dark Fruit, Strongbow Cloudy Apple, Strongbow Rose, Strongbow Tropical and also NEW Strongbow Zest.
