Heineken has launched a new flavour to its Strongbow cider range.
Strongbow Tropical Cider is a blend of mango and pineapple and designed to attract a new generation of cider drinkers.
The new addition contains no artificial flavours, sweeteners and colours, and is 4% ABV. It is available in 500ml bottles and 4 x 440ml can multipacks from this month (March).
Heineken UK cider brand director Rachel Holms said: “The launch of Strongbow Tropical Cider will further encourage new drinkers into the cider category, providing experimental consumers with an exciting new flavour to try whatever the occasion.”
As well as the new variant, the entire Strongbow range is undergoing a redesign that will move away from the black and gold colour palette for the first time to a stripped-back design featuring the famous archer front and centre with “vibrant pops of colour”.
This new look for Strongbow is being supported by a wider £20m marketing campaign kicking off from April.
“This is a huge milestone in the 63 years of Strongbow,” added Holms. “It’s a new design that not only resonates and engages our loyal consumer base, but something that also appeals to new cider and Strongbow drinkers, and the start of a new chapter for us. And it’s only just the beginning. Setting the pace for what’s to come, we’re excited to show people what else we have in store for our summer of cider.”