Old Mout launches watermelon & lime cider

Following on from the success of Old Mout’s Pineapple & Raspberry, which was the number one Off-Trade Cider innovation of 2019 and worth £24m in 2020 across the trade, Heineken UK is expanding the brand's range of fruit flavours with the addition of Old Mout Watermelon & Lime.

Scoring extremely highly in taste tests, Watermelon & Lime contains the same 4.0 per cent ABV as the other Old Mout variants, resulting in a refreshing watermelon with a crisp hit of zesty lime, and is gluten-free and vegan-friendly.

Supporting the launch will be an extensive digital media plan on Facebook, Instagram and YouTube throughout the summer, as well as support for the trade with bespoke POS launch kits. Driving trial, the new variant will be poured at multiple festivals this year, including Isle of Wight Festival and Boardmasters, alongside a Summer sampling campaign with Deliveroo.

“In 2019 our Old Mout Pineapple & Raspberry launch was an outstanding success and we’re ready to do it all over again with the arrival of our new Watermelon & Lime flavour,” said Heineken UK Cider Marketing Director, Rachel Holms. “With strong consumer taste-test results, as well as a dynamic flavour combination of watermelon and lime, we believe we have an exceptional, new flavour at our disposal. Watermelon & Lime has mass appeal, which will ensure that not only will our consumers get a refreshing taste, but our retailers can realise the full potential of their premium cider offering to boost their sales further.”

Old Mout (rhymes with fruit) cider is available to the off-trade in 500ml bottles:

• Old Mout Watermelon & Lime, 4% ABV
• Old Mout Pineapple & Raspberry, 4% ABV
• Old Mout Kiwi & Lime, 4% ABV
• Old Mout Strawberry & Pomegranate, 4% ABV
• Old Mout Berries & Cherries, 4% ABV
• Old Mout Berries and Cherries Alcohol Free, 0.0% ABV