Heineken has extended its new Strongbow Ultra cider brand with the launch of Strongbow Ultra Apple.
This follows the introduction of Strongbow Ultra Dark Fruit last year.
A crisp twist on Strongbow Original, the new 4% ABV addition contains 80 calories per 330ml can –36% fewer than the Original variant.
Available now in single slimline 330ml cans and 4 x 330ml multipacks, Strongbow Ultra Apple is also gluten-free and vegan-friendly.
The launch will be backed by a multi-million-pound marketing campaign kicking off from April. The return of the Drink The GOAT campaign will include a new twist and feature across key channels nationwide alongside a big sampling drive across the summer months.
Heineken UK Cider Brand Director Rachel Holms commented: “The creation of Strongbow Ultra Apple addresses a huge opportunity in the lower calorie cider category, with a proposition that doesn’t compromise on taste.
“With this launch, we will catch the eye of Gen Z and Y shoppers on the hunt for a new summertime drink to sip, who otherwise reach for RTDs and spirits.”
