While it’s tradition to honor mothers with flowers on Mother’s Day, this May 13th Strongbow aims to refresh the tradition by adding Rosé to the bouquet. In a promotion running April 3rd through June 4th, Strongbow Rosé Apple is giving consumers the chance to pair this refreshing new flavor with a beautiful bouquet of flowers. With eye-catching POS calling to “Make Her Day with a Bouquet and Rosé”, shoppers seeking to delight Mom on her special day can text ROSE to 55755 to receive offer details and an $8 rebate on Strongbow Rosé Apple with the purchase of flowers where legal
The promotion is geared to give participating retailers a boost to sales in the run up to Mother’s Day. Retailers who put Strongbow on display during this period in 2017 experienced +31% sales lift versus the same period in 2016[1]. Further, over 20% of annual floral sales occur during the Mother’s Day period[2]. The combination of Strongbow Rosé Apple –already the brand’s #1 rate of sale item at its top national customer, and the #2 rosé cider in the Northeast and in Texas[3] —and flowers, makes this a special gift for mothers.
Sales momentum is building as the brand specifically targets wine drinkers who are driving a +45% year on year growth in rosé wine sales.[4] Rosé Apple is significantly exceeding expectations with demand +50% above forecast. With many top media outlets including, Bustle, Refinery 29 and USA Today saying Summer 2018 will be the summer of Rosé Hard Cider, is the rose craze expected to continue. “Not only is Strongbow driving the trend of rosé cider, Strongbow Rosé Apple will be one of the big winners,” says Eric Markus, Strongbow Brand Director. “Why? For one, with 14% fewer calories than the other two nationally-distributed rosé ciders, and 35% less carbs per bottle it unites the rosé trend with the wellness trend,” Markus continues. “Beyond that, our rosé will benefit from a massive mini-can sampling push, with nearly 7MM mini-cans planned for this year, 40% more than last year.”
Strongbow Rosé Apple is reminiscent of a rosé wine but with a more refreshing taste and 50% less sugar than the leading cider[5]. It’s a semi-dry apple and pear cider blend with a touch of red-fleshed apple for a light, fruity flavor. Strongbow Rosé Apple, along with all Strongbow products, contains no artificial flavors or colors and is available in 6-pack, 11.2 oz. bottles, the Strongbow Variety 12-pack and, for a limited time, 5.1 oz. mini cans. A perfect gift for Mother’s Day.
[1] Nielsen FDCM+ Latest 24 weeks ending 4/29/17.
[2] Kantar TNS, FY2016.
[3] Nielsen Food & Convenience, week ending 3/24/18.
[4] Nielsen AOC + Liquor + Convenience Latest 52 weeks ending 8/13/2017.
[5] Strongbow Rosé Apple 10g sugar vs. Angry Orchard Crisp Apple 20g of sugar.
