Alcohol story of the week (editor’s choice): Heineken

the 18-24 consumer market and the ‘moderation’ alcohol opportunity.

The flagship launch is Strongbow Citrus Edge – a 4% ABV cider cut with lemon and lime, which follows the launch of Strongbow Pear and Strongbow Dark Fruit.

[pull_quote_center]The ‘moderation’ segment is worth £45m and is growing at 62.4% year-on-year[/pull_quote_center]

Heineken launches spring 2014:

• Strongbow Citrus Edge: 4% ABV. Available in 500ml bottles, 4 x440ml cans, 10 x440ml cans and 4x 500ml cans. Supported by a £5m marketing campaign
• Desperados Verde: 4.7% ABV available in 330ml bottles
• Bulmers Cider Five Fruit Harvest and Bulmers Cider Indian Summer:  2.8% ABV
• Foster’s Radler with ‘Lime & Ginger’ and Foster’s Radler 0.0% ABV
• Old Mout: 4% ABV. Available in 500ml bottles. Variants include Summer berries, Passionfruit and apple, and Kiwi and lime

Martin Porter, managing director-off trade at Heineken, said: “We urge retailers to stock the Strongbow range to meet the needs of their cider shoppers and take full advantage of the significant sales opportunity that Strongbow Original, Strongbow Pear, Strongbow Dark Fruit and Citrus Edge represent.”

Meanwhile, refreshing low-alcohol Foster’s Radler has launched two new varieties – 2% ABV Foster’s Radler with ‘Lime & Ginger’ and a 0% ABV version of the original Foster’s Radler.

Strongbow Citrus Edge

Desperados Verde combines the spirit-flavoured beer’s signature tequila taste with a hint of mint and lime, is aimed at 18-34 year olds and has 4.7% ABV.

At 2.8% ABV Bulmers Cider Five Fruit Harvest and Bulmers Cider Indian Summer give shoppers a choice of lower alcohol variants of this leading modern cider brand. They are designed to give consumers extra refreshment but also taste great.

Besides these releases, Heineken is also launching fruit cider Old Mout (it rhymes with ‘fruit’), as a direct competitor to Rekorderlig and Kopparberg. It is an established brand in New Zealand, and the 4% ABV range comes in Summer berries, Passionfruit and apple, and Kiwi and lime.