Heineken has announced a raft of NPD across its beer and cider portfolio, which will be rolled out over the coming weeks.
Moderation is a key theme among the releases with both Foster’s and Bulmers introducing new variants of lower abv products. Combing this with the demand for flavoured products and Foster’s Radler Lime and Ginger offers a new taste, ideal for socialising, whilst the 0.0% ABV Foster Radler sees the brand enter the alcohol free market.
Bulmers is also gaining two new lower abv fruit variants. At 2.8% abv Bulmers Cider Five Fruit Harvest and Bulmers Cider Indian Summer have been developed to offer shoppers a more compelling choice of lower alcohol ciders (both are available in 568ml bottles).
According to Heineken, the Moderation segment has the potential to grow to 5% of total Cider and Beer volumes in theUKwithin 10 years. However, until now the category has largely focused on beer-based propositions leaving cider options largely untapped. Heineken is committed to increasing consumer choice to help licensees realise the growth potential of lower-alcohol ciders which could represent a £150m opportunity over the next decade.
Martin Porter, Managing Director-Off Trade at Heineken, said: “We believe the moderation segment could represent as much as 5% of total Cider and Beer volumes in theUKwithin 10 years. By extending the Foster’s Radler range to include a refreshing new Lime and Ginger variant and a 0.0% ABV alternative to the lemon flavoured original, we are widening consumer choice and encouraging more people to try our market leading moderation products.
The continuing success of the cider category, and in particular the phenomenal success of last year’s Strongbow Dark Fruit has led the brand to launch Strongbow Citrus Edge, which replaces the black cues of its parent brand with a refreshing silver palette flashed with yellow and lime depicting its citrus flavours. Strongbow Citrus Edge will be available in a range of different pack formats including 500ml bottles, 4 x440ml cans, 10 x440ml cans and 4x 500ml cans – and will be backed by a £5m marketing campaign.
Finnaly adding to the flavoured beers market is Desperados Verde a premium lager flavoured with tequila and a big twist of mint and lime. Desperados has seen value sales soar by 200% in the last year, as one of the highlights of the Spirit Beers, or ‘Sbeers’ sub-category. Porter added: “Desperados Verde has been launched to keep pace with the expectations of young adult drinkers, offering them a sweeter taste and helping them create the desired impression at social occasions.”
