Old Mout cider campaign

Old Mout cider is to benefit from a £5m marketing push from owner Heineken.

A new multimedia campaign for the brand will run from April to August this year, encompassing digital, mobile and out-of-home.

It will feature “contextual” ads tailored for different localities that will direct consumers to the nearest Old Mout retailer.

“We are confident that our new campaign drives footfall and trial and will therefore add value to our customers’ businesses,” said Heineken cider director Emma Sherwood-Smith.

Old Mout was one of several Heineken brands culled by Tesco in February, as part of the supermarket’s major overhaul of its beers, wines and spirits category.

Tesco reduced its range of Old Mout products, leaving only 500ml bottles of the brand’s Kiwi & Lime and Pomegranate & Strawberry variants on its shelves.