Strongbow launches Dark Fruit flavour

20 May, 2013

Heineken has added a Dark Fruit flavor variant to the Strongbow line-up and it will be exclusive to the off-trade from June.

Thye 4% abv cider is blended with blackberry and blackcurrant juices and the 44cl and 50cl cans due to be released next month will be joined by 50cl bottles in August.

Martin Porter, off-trade sales director at Heineken, said: “Successfully tapping into the demand for mainstream flavour experiences, Strongbow Dark Fruit is set to draw everyday drinkers into the flavoured cider segment, which Heineken believes could represent a £20 million growth opportunity for everyday cider in the off-trade.”

He added that Strongbow Dark Fruit will be supported by heavyweight marketing activity including advertising, in-store sampling and intriguing point of sale materials.

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