Issue link: http://digital.copcomm.com/i/148134
ALTERNATIVE BEVERAGES Staying Strong STRONGBOW CIDER TAKES THE LEAD IN A HIGH-GROWTH CATEGORY by David Gadd T he beverage industry is notoriously on the lookout for innovation, but amid the frenzied flood of ever newer, ever catchier and ever more wildly inventive concoctions, traditional beverage categories may hold the greatest potential for consumer excitement and growth. Case in point: hard cider. Strongbow Cider, created in Hereford, England, in 1962, is already the world's best-selling hard cider. It has also become the newest brand to join HEINEKEN USA's premium portfolio. The company that has groomed Heineken, Amstel Light, Newcastle, Dos Equis and Tecate to prominence in their respective beer categories has its sights set on making Strongbow the top-selling hard cider in the American market. "The hard cider category is on fire and provides one of the most dynamic growth opportunities within the adult beverage category," says Charles Van Es, Brand Director at HEINEKEN USA. "Strongbow, the number-one global cider brand, is taking a lead role in driving category growth in the U.S. and delivering higher profit margins to retailers and on-premise operators. With substantial investment and dedicated programming including this summer's 'Golden Hour' program [see sidebar], Strongbow is poised to drive further growth of the cider category and become the number-one upscale badge cider brand in the U.S." A blend of bittersweet cider and culinary apples, Strongbow offers bold cider flavors followed by distinctive fresh apple tones. It's naturally gluten-free and at 5 percent abv, Strongbow is an ideal accompaniment to foods. As Strongbow continues its juggernaut across the U.S., it's a sure bet that today's mixologists will be using the delicious apple-driven beverage in creative cocktails. For now, pour Strongbow over ice in a tall glass and enjoy the traditional alternative beverage that's becoming the wave of the future. Go for the Glow at "Golden Hour" In summer evenings when the sun begins to set, the world takes on a glowing hue as day turns into night: this is the "Golden Hour. " This summer, Strongbow is encouraging adults 21 and over to engage in or create their own "Golden Hour" celebrations with Strongbow as a crisp, refreshing adult beverage alternative. On-premise elements and key event activations across the country will generate consumer interest in cider and help establish Strongbow as the key upscale player in this dynamic and growing segment. On-premise, program POS and merchandising materials will be available to drive awareness and interest in Strongbow cider. For more information, contact your HEINKENEN USA rep. The hard cider category is on fire and provides one of the most dynamic growth opportunities within the adult beverage category." —Charles Van Es, Brand Director, HEINEKEN USA august 2013 / the tasting panel / 73 TP0813_066-103.indd 73 7/24/13 9:50 PM