Cloudy Apple is the latest Strongbow brand variant to be launched by Heineken UK.
The 4.5% sparkling cloudy product is aimed at drinkers aged 25 and above with an interest in quality and provenance, and has performed extremely well in taste tests and an on-trade launch earlier this year. It is being backed by a multi-million pound advertising and sampling campaign, including TV ads, and Heineken is predicting it could be the biggest alcohol launch of 2015.
A 500ml glass bottle format is available as well as cans. Prices are aligned with Strongbow Dark Fruit, at £5 for 4 x 440ml packs, or £5.65 for pricemarked 4 x 500ml packs.
In recent months drinkers have been recruited away from the cider category by other products such as prosecco, and Heineken is hoping to redress this through product innovation. Lines launched in the last three years now make up more than 17% of Heineken UK’s off trade turnover, compared to less than 1% four years ago.