HEINEKEN introduces New World Cider

HEINEKEN, the UK's leading cider and beer business, has unveiled a major new addition to its best-selling premium cider portfolio.

Born in New Zealand's Moutere Valley, Old Mout rhymes with fruit and has been "famously mispronounced since 1947". It’s a 4% ABV range of flavoured ciders, created to appeal to young adult drinkers with a playful sense of adventure and taste for discovery.

Already New Zealand’s No.1 Packaged Cider Brand, Old Mout is being brought to the UK as part of HEINEKEN’s plans to grow value of the World Cider segment and drive sustainable category growth.

The origins of Old Mout Cider

Established in Nelson in 1947, Old Mout is New Zealand's leading Packaged Cider brand. Since 2008, Old Mout Cider's experimentation with fruit and cider combinations has brought a great rise in popularity and award winning products.

Lawson Mountstevens, Managing Director-On Trade at HEINEKEN, said: "Old Mout will bring an exciting new dimension to our cider portfolio and will help licensees to tap into the rising demand for premium drinking experiences. With a really strong Kiwi heritage and playful sense of humour, we think it will quickly find popularity with new and existing cider drinkers looking to discover brands off the beaten track. You can tell that it’s a brand that doesn't take itself too seriously and its Kiwi humour is typified by the advertising promise of "tasty ways to make fruit more useful."

Three great flavours

From the end of March, Old Mout Cider will be available in three distinctive flavours; 'Summer berries – a fruity little number', 'Passionfruit and apple – old romantic' and ‘Kiwi and lime – what do you expect?’.

Its simple amber glass 500ml bottle and quirky label designs signpost the brand's premium positioning. To offer a true premium drinking experience, Old Mout should be served chilled in a branded glass, ideally with fruit and ice.

Lawson Mountstevens added - "Old Mout Cider meets the needs of 18-24 year old 'discoverers' who constantly seek out different flavours that create an impression amongst friends. By introducing Old Mout Cider to our UK portfolio we will be expanding their choice, encouraging existing cider drinkers to trade-up and drawing new consumers into this fast growing segment. We urge licensees to stock up now to capitalise on this exciting opportunity to unlock new category growth."

A £3milion launch programme will drive trial and awareness of Old Mout Cider, together with innovative through-the-line marketing activity, including print and outdoor advertising, in-outlet sampling and digital marketing to drive trial and awareness amongst target consumers. The range should be stocked within the World Cider segment and placed in the chiller alongside other premium flavoured World Ciders.