29th April 2021
Heineken has launched a cider brand called Inch’s that it hopes will recruit younger consumers into the category.
Described as a “modern, refreshing cider”, it is also being touted as sustainable with the 4.5% ABV drink made from British apples sourced from within 40 miles of the supplier’s Herefordshire production site. All the waste from the apples will also be converted into green energy.
Inch’s will be available in 500ml bottles (RSP £2) and 440ml cans (RSP £5/4x440ml).
The launch will be backed by a multimillion-pound marketing investment, spanning TV, VOD, and social media, as well as national sampling.
7th April 2021
Heineken is expanding its Old Mout cider range with the addition of a Watermelon & Lime flavour.
The number two premium flavoured cider in the Off-Trade, Old Mout’s latest launch aims to tap into the growing popularity of exotic fruit flavours and taste combinations.
Mout Watermelon & Lime contains the same 4.0% ABV as the other Old Mout variants, and is made from natural flavours, is gluten-free, and vegan-friendly.
The launch will be supported by a 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 also be poured at multiple music festivals this year, alongside a Summer sampling campaign with Deliveroo.
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