Old Mout Cider ten-pack

Heineken has extended its Old Mout Cider brand with the launch of a 10-can multipack.

The 100% recyclable new format feature grab-handles designed for “sharing occasions such as barbecues and picnics”, said the brand, which has rolled out the NPD in Kiwi & Lime, Strawberry & Pomegranate and Passionfruit & Apple variants (rsp: £11/10x330ml).

It would “attract new shoppers to the category and drive additional sales over summer”, added Heineken cider brand director Emma Sherwood-Smith.

Old Mout has experienced mixed fortunes over the past year. Value sales of its Kiwi & Lime have surged 50.9% to £10.2m, while Pomegranate & Strawberry has more than doubled to £2.6m. However, Passionfruit & Apple has seen sales fall 2.6% to £7.4m – while Summer Berries has plunged 39% to £1.9m [IRI 52 w/e 25 March 2017].

Heineken recently ploughed £5m into a push for the brand, encompassing digital, mobile and out-of-home activity, with ‘contextual’ ads directing consumers to the nearest retailer.