• Product: Old Mout Mango & Passionfruit
• Supplier: Heineken
• ABV: 4%
• RRP: RRP: £2.55 (500ml), RRP £11.75 (10x330ml)
• Available: now

Heineken UK is expanding its range of premium ciders with the introduction of Old Mout Mango & Passionfruit, now available across wholesale and convenience channels.

Old Mout is driving value growth into the premium flavoured cider category, with sales reaching £11.5m, said the supplier.

Mango & Passionfruit is vegan friendly and gluten free, with natural flavours and no added colours. The new variant is set to help retailers tap into a range of occasions over the summer months, from barbecues and festivals to sporting events and bank holiday celebrations, the supplier added.

Major Magners campaign aims to add ‘Magnertism’ to cider sales

It is available in 10x330ml cans and single 500ml bottle formats with an ABV of 4.0%. To support the launch, Old Mout will feature the new flavour in its two-year long ‘Moutopia’ campaign across VoD, TV, social media, and outdoor advertising.

Rachel Holms, cider brand director at Heineken UK, said: “This launch marks a huge step forward for Old Mout. Its range of flavours have become much-loved by cider drinkers across the UK, and we’ve done a lot of work to cement them as must-stocks in the premium flavoured cider market. Following the success of the Old Mout media campaign ‘Moutopia’ last year, it’s the perfect time to maintain momentum with some fresh innovation, in an on-trend flavour.

“Tapping into the growing trends we are seeing in the cocktail category, with Passionfruit Martini-flavoured drinks being on the rise, Old Mout Mango & Passionfruit is set to help retailers grow the appeal of their cider range this summer, by attracting those shoppers who we know are looking to experiment with taste profiles during key occasions.”

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