Heineken backs Old Mout launch with £3m campaign

01 May, 2014

Heineken is running a £3 million marketing campaign to back the launch of New Zealand cider Old Mout.

Outdoor and print ads will run alongside a sampling and digital marketing campaign.

Cider brand director Michael Gillane said: “The campaign brings to life the quirky, playful spirit of the Kiwis through a series of creative executions, which link the exciting cider flavours of Passionfruit & Apple, Kiwi & Lime and Summer Berries with adventurous experiences associated with life in New Zealand.”

Old Mout’s three flavours weigh in at 4% abv and are targeted at young adults. The brand is New Zealand’s top-selling packaged cider and its launch is part of Heineken’s plans to boost sales of world ciders.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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