HEINEKEN UK - Explore a Wider World of Cider

Heineken UK has launched a new campaign to help retailers maximize cider sales this summer.

The ’Explore A Wider World of Cider’ campaign will run in selected convenience stores, grocery and wholesalers until August 2024.

The campaign aims to keep cider top of mind for shoppers throughout the summer through a series of in-store and in-depot activations.

According to NielsenIQ, the UK cider market in convenience at £384m, presenting an “excellent opportunity for retailers to grow sales by stocking up on bestselling and much-loved cider brands, many of which are a part of Heineken UK’s leading portfolio, including Strongbow, Old Mout, Inch’s and Bulmers,” said the brand.

Rachel Holms cider brand director at Heineken UK commented: “We’re excited to launch this campaign, bringing our full portfolio of cider brands together for the first time. The diversity among the brands demonstrates how much opportunity there is for retailers to tap into – from classic apple ciders to exciting flavours, premium options and even alcohol-free alternatives, available at various price points and in a full range of formats.

“With cider drinkers more likely to buy into the category when tempted by innovation, and the appeal of a new flavour from their favourite brand, it’s important for retailers to offer their shoppers a full range of choice. No matter the occasion, whether it’s festivals, sporting events, barbecues or celebrations, the Wider World of Cider activation ensures retailers can meet those needs and maximise the sales opportunity.

“While having a diverse range helps to boost appeal with shoppers, with so much variety in the category, it can be hard for retailers to know where to start when refreshing their cider range. There are many factors to consider – for example, the flavour profile, brand heritage, sustainability credentials, formats, price point, level of premium, and ABV strength. By shining a light on the whole category, we want to spotlight the choices available and encourage retailers to explore their shoppers’ varying needs and demonstrate the breadth of choice available to help meet them.”

When it comes to bestselling brands, Strongbow commands a 20% market share in the total cider category, being the number one cider brand in the total market in volume and value sales, according to Nielsen.

Heineken UK introduced Strongbow Zest this year to tap into that demand for variety and help recruit new consumers into the cider category.

Inch’s is the apple cider brand that grew the most share in the off-trade in 2023, according to NielsenIQ, showing a “clear sign that shoppers are looking for quality as well as accessible pricing options to help,” said Heineken.

The brand said that a mix of mainstream and premium will overall help stores encourage purchases and facilitate trade up and a bigger basket spend overall.

“While people may be spending less and cutting down on large expenditures such as holidays amid the rising cost of living, retailers can still expect them to indulge in smaller luxuries. Premium cider options such Old Mout and more mainstream lines like Inch’s can help to tap into this, with HEINEKEN UK also identifying key opportunities in heritage and premium berry ciders, which are both attractive from a price perspective,” Heineken added.