Strongbow enters Rosé cider category with new variant  

Leading cider brand Strongbow has unveiled a new variant, marking its first step into the emerging Rosé cider category.

Made with red apples at 4% ABV, Strongbow Rosé arrives with the distinction of the highest performing product recipe ever tested by Heineken UK.

The drink, along with all Strongbow products, contains no artificial sweeteners, flavours or colours.

Rolling out in March, it will be supported by Strongbow’s biggest ever TV campaign and through the line activation.

Strongbow has also gone for a full brand redesign on the primary and secondary packaging across its portfolio.

Increasing standout on shelf, the packaging now has a consistent look and feel across the range, with Cloudy Apple moving to a green design and Strongbow Original changing to a matte finish.

“Strongbow Rosé is one of the highest scoring concepts in terms of taste and appeal that we’ve ever tested” said Rachel Holms, brand director for Heineken’s cider brands.

“A recipe set for success combined with the new packaging design, our Rosé cider will grow the category by appealing to a different shopper and is guaranteed to help retailers realise the full potential of their Cider offering. We think it’s going to be one of the biggest product launches of 2020.”

Strongbow Rosé will be available in the off trade across all major customers and retailers in a 500ml bottle, 4 pack of 440ml cans and a 10pack of 440ml cans.