Heineken has launched a new sustainable cider made from 100% British apples.
Inch’s is available in 500ml bottles, 4x440ml cans and 10x440ml cans and marks Heinekens’ biggest-ever cider launch with the aim of recruiting younger customers into the category.
To support the launch, Inch’s will be supported by a multi-million ATL investment, including TV, VOD, online video and social, as well as national sampling campaign.
“When something has been created by someone who loves what they do and cares enough to go that little bit further, you can taste the difference and that’s exactly what Inch’s is all about,” says Heineken UK cider marketing director Rachel Holms. “From sourcing to sustainability, we are progressive cider makers on a mission to do things properly in pursuit of a great tasting British Cider that goes that little bit further to do the right thing. In doing so, Inch’s will drive appeal and help recruit younger shoppers into the Apple Cider category to drive additional sales for retailers.”