White Plains, NY – Strongbow Hard Apple Cider, the number one selling hard cider in the world, marks the official start of summer with its Made for Ice program. The comprehensive, 360 program educates LDA consumers on the benefits of pouring Strongbow over ice to unlock the refreshing taste of the brand’s award winning ciders through TV advertising, POS materials, social and digital media activation as well as the release of a brand new flavor in time for summer.
Joining the lineup of award-winning flavors is new, Strongbow Cherry Blossom Hard Cider. This exciting addition to the family delivers cut-through refreshing taste with cherry blossom and red fruit aromas, subtle sweetness and ripe apple finish.
“We are excited to kick summer off right with Strongbow over ice,” said Alejandra de Obeso, Brand Director for Strongbow. “As consumers are expanding their taste profiles and increasing their purchasing variety across beverage categories, it is important for Strongbow to deliver exciting new offerings like Strongbow Cherry Blossom, and to educate consumers on the best way to get the most out of our exceptional ciders – by enjoying them over ice.”
To increase awareness of the Made for Ice program and new Strongbow Cherry Blossom, the brand is supporting its campaign with nine weeks of national TV advertising and extensive social media presence. Additionally, Strongbow will utilize digital media and invitation platforms to drive consumers in-store. Alternatively, venue finder apps will be used to direct patrons to venues, and bartender engagement programs will encourage bartenders to recommend Strongbow at its best, served over ice.
On-premise, the Made for Ice program will come to life through eye-catching table tents, banners, coasters and posters that invite patrons to enjoy a Strongbow over ice for a casual night out with friends. At retail, cooler decals, price cards, tuck cards and floor displays will attract and engage shoppers by reinforcing Strongbow’s “Made for Ice” messaging.
“Hard cider is one of the hottest categories in beverage alcohol right now,” added de Obeso for Strongbow, “and 73% of consumers enjoy trying different flavors of alcoholic beverages. Our portfolio of Strongbow flavors continues to win awards – including gold and silver medals at the World Cider Championships in 2014 and 2015 – and attract new consumers to the family.”
Strongbow Cherry Blossom will be available in 6 packs in April and will replace Strongbow Red Berries in the Strongbow Variety Pack in June.
About Heineken USA:
Heineken USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken NV, the world’s most international brewer. Core brands imported into the U.S. are Heineken, the world’s most international premium beer brand, the Dos Equis franchise, the Tecate franchise and Strongbow Hard Apple Ciders. Heineken USA also imports Amstel Light, Newcastle Brown Ale, Red Stripe, Sol, Indio, Carta Blanca and Bohemia brands.