Heineken, the UK’s largest cider maker with a 27.8% share of the market, has launched a new campaign to help retailers maximise cider sales this summer.
‘Explore A Wider World of Cider’ is being activated across select convenience stores, grocery and wholesalers. The campaign will be brought to life through a series of in-store and in-depot activations, aiming to keep the category front-of-mind for shoppers throughout the summer.
The UK cider market is worth £1.1bn – £689m in grocery and £384m in convenience. Heineken noted that this presents an “excellent opportunity for retailers to grow sales” by stocking up on leading cider brands, many of which are part of its portfolio, including Strongbow, Old Mout, Inch’s and Bulmers.
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.”
