Strongbow® Hard Ciders
, the #1 global cider brand[1], announces its newest flavor, Rosé Apple, a semi-dry hard cider with a touch of red-fleshed apples. With a light, refreshing, fruity taste and 5% ABV, this newest addition to Strongbow’s award-winning line is reminiscent of a rosé wine but with 50% less sugar than leading U.S. hard ciders[2]. Developed to capitalize on 45% year on year growth in rosé wine sales[3], Strongbow® Rosé Apple, along with all Strongbow® products, contains no artificial flavors or colors and is available in February 2018 in 6-pack, 11.2 oz. bottles, the Strongbow® variety 12-pack, and, for a limited time, 5.1 oz. mini-cans.
“Rosé Apple scored in the all-time top 25% of liquids and concepts that have been tested[4],” said Jessica Robinson, Vice President, Portfolio Brands, who was involved in the development of the new flavor. “With Strongbow outpacing the cider category three years in a row[5], and with a 52% purchase intent for Rosé Apple, the new flavor will ride the wave of booming rosé wine sales and offer cider consumers a truly unique, refreshing taste alternative with only 10g of sugar and 137 calories per bottle. We are confident that consumers of both cider and rosé wine will respond positively to this product feature,” said Robinson. “Our research tells us that 66% of wine drinkers aged 22-39 years who try cider become cider drinkers, with 36% becoming monthly cider drinkers[6]. Strongbow has a huge conversion opportunity with this new flavor.”
Strongbow® is supporting the launch of Rosé Apple with massive, limited-time only spring and fall offers of 4-pack mini-cans to drive trial and awareness of the new flavor. During March and April 2017, Strongbow mini-cans drove the highest ROS of any item in the cider category, with 64% of mini-can buyers being new to the cider category[7]. The launch of Rosé Apple will also be supported with a full range of MIR and IRC offers, including co-purchase with Heineken® and produce, and with Strongbow® purchase only. A full visibility program at retail will be supported by new, impactful POS elements and Heineken® and Strongbow® co-displays. A Mother’s Day display program in grocery stores will pair Rosé Apple with flowers to mark the special occasion.
Rosé Apple will be available in 6-packs and will simultaneously replace Strongbow® Orange Blossom in the 12-bottle Strongbow® Variety Pack, alongside Strongbow® Artisanal Blend, Strongbow® Gold Apple, and Strongbow® Cherry Blossom. The same four flavors will be offered in the 4-pack mini-cans. All flavors in the new Variety Pack are gluten-free and sold in 11.2 oz. bottles. Strongbow® Rosé Apple and Gold Apple are 5% ABV, Strongbow® Cherry Blossom is 4.5% ABV, and Artisanal Blend is 6% ABV. To find all Strongbow® flavors near you, please visit our product locator at www.Strongbow.com. Strongbow® recommends enjoying its hard apple ciders served over ice, for a crisp, refreshing taste.
[1] Canadean, 2016 global volume, ranking of biggest global cider brands in thousand hectoliters.
[2] Rosé Apple 10g per bottle versus Angry Orchard® Crisp Apple, Angry Orchard® Green Apple, and Smith & Forge® Hard Cider.
[3] Nielsen AOC + Liquor + Convenience L52 weeks ending 8/13/2017.
[4] Tested in comparison to current TNS Beer/Cider/FMB norms. Rosé Apple Concept-Product Test 9/2016.
[5] Nielsen Total Off-Premise CY2015, CY2016, and CY2017.
[6] Kantar TNS, FY 2016.
[7] InfoScout Panel, April 2017
