Heineken has unveiled packaging extensions of two of its key brands within the World Beer and World Cider sub-categories – Desperados and Old Mout – with new can formats.
The new SKUs tap into the consumer trend towards smaller cans, which were bought by 1.6m beer and cider shoppers in 2015 – 270k more than in 2014. It is expected this trend will continue throughout 2016.
Desperados has launched 25cl individual cans, designed for shoppers looking for solutions to the early evening occasion, as well as a 6x33cl pack.
Old Mout has also released a new can format. With £42m now spent on small cans within the cider category, the New Zealand cider brand has launched 10x33cl packs of its Old Mout Kiwi & Lime and Passionfruit & Apple variants to tap into this demand.
The Old Mout Kiwi & Lime variant will also be available in new 4x33cl fridge packs, designed to cater for smaller on-the-go and outdoor premium shopper occasions, such as barbecues, available to order from 6th April.
Craig Clarkson, Off-Trade Category & Trade Marketing Director, Heineken said: “The launch of Desperados and Old Mout in small cans will appeal to a different shopper base in addition to the bottled range, driving penetration and opening up wider sales opportunities for retailers across growing occasions. We’d advise retailers to take advantage of these incremental sales opportunities and stock up accordingly.”
