Strongbow is jumping on the rosé cider bandwagon.
The Heineken UK brand has unveiled Strongbow Rosé (4%), which it claimed would lure “a different shopper” to Strongbow.
It was “one of the highest scoring concepts in terms of taste and appeal that we’ve ever tested”, said Heineken cider brand director Rachel Holms.
The drink will be sold in 500ml bottles and 440ml cans.
It will be backed by Strongbow’s “biggest-ever” marketing push, spanning TV and through-the-line activation.
Heineken has also given the entire Strongbow lineup a makeover, to build “a consistent look and feel across the range”.
Strongbow Cloudy Apple has moved to a green design, while Strongbow Original now has a matte finish.
The news comes as sales of the brand – the UK’s top-selling cider – have surged by 16.7% to £311.2m over the past year [Nielsen 52 w/e 4 January 2020].