With some of the biggest cider brands in the UK, including Strongbow and Bulmers, Heineken is now taking on ‘world’ brands like Kopparberg and Rekorderlig with the launch of Old Mout.
Already New Zealand’s leading packaged cider brand, Old Mout rhymes with fruit and is a 4% abv range of flavoured ciders, created to appeal to young adult drinkers.
From the end of March, Old Mout Cider will be available in the grocery and convenience channels in three flavours: Summer Berries, Passionfruit and Apple and Kiwi and Lime
Martin Porter, Managing Director-Off Trade at Heineken said: “Old Mout will bring an exciting new dimension to our cider portfolio and will help retailers to tap into the rising demand for premium drinking experiences. With a really strong Kiwi heritage and playful sense of humour, we think that it will quickly find popularity with new and existing cider drinkers looking to discover brands off the beaten track. You can tell that it’s a brand that doesn’t take itself too seriously and its Kiwi humour is typified by the on-pack promise of “tasty ways to make fruit more useful.”
The range, which is being backed by a £3m launch campaign, should be stocked within the World Cider segment and placed alongside other premium flavoured World Ciders.
