Strongbow is being overhauled with new packaging and a lower abv.

Heineken is reducing the abv of packaged Strongbow from 5.3% to 5% this month and is introducing a new logo and apple-based look.

The revamp follows a decline in off-trade sales over the past year, with volumes down 10% and value down 1.4% to £239m [Nielsen 52w/e 28 April 2012].

A new marketing push, which kicked off last month and positioned Strongbow as a reward for ‘men who get the job done’, will include video and outdoor advertising.

The July launch of Strongbow pear cider, revealed by The Grocer last month (19 May, p30), will be backed by a £10m ad spend.