Issue link: http://digital.copcomm.com/i/271567
march 2014 / the tasting panel / 79 Gold Apple and Strongbow Honey & Apple, so that more customers will be able to find and enjoy the new products. "The launch is being bolstered by extensive sampling (where legal) and a mix of social/digital support, traditional and paid media, PR and experiential marketing," he notes. "Both products will take advantage of premium and proprietary point-of-sale materials—particularly displays at retail locations and modern glassware in on-prem- ise accounts—that enhance visibility and drive trial. Also, promotional pricing will be extended to certain locations in agreement with HEINEKEN USA's pricing strategies." Growth Potential Strongbow has been consistently gaining market share in a category that accelerated at +102% during 2013, according to Nielsen data. 2 As van Es notes, "As the premier upscale cider badge brand for consumers who value variety and choice, Strongbow has tremendous growth potential not only in the cider category but beyond: it offers a great alternative to consumers who may normally purchase a wine or spirit-based beverage, but are looking for a gluten-free, lower ABV alternative." With its new line extensions, Strongbow combines unique innovation with the brand's traditional focus on quality to deliver the variety that consumers crave. As van Es concludes, "With Strongbow Gold Apple and Strongbow Honey & Apple, we knew we could not only expand the cider category in the upscale segment, but also deliver a refreshing taste and premium package unlike anything else available on shelves today." Core Cocktails Aside from being delicious right from the bottle or poured over ice, both Strongbow Gold Apple and Strongbow Honey & Apple can be used as flavorful bases in a broad array of signature cocktails, includ- ing the brand's Honeybow and Strongbow Spice. The Strongbow varieties can also be used in mixed beer drinks, combining various styles of premium beers to create new flavors. For example, Strongbow Gold Apple blends perfectly with Dos Equis Lager to make the shandy-like Dos-Sidra, as well as pairing with iconic Newcastle Brown Ale to create the unique and quaff-worthy Strongcastle. 1 Rogil 2013 Blind Liquid Taste Test, 270 past month beverage alcohol drinkers, 50/50 male/ female, aged 21–40. Chicago, IL and Miami, FL. 2 Nielsen, FDCM+ L52Wks ending 01/04/14. The Honeybow Z 4 oz. Strongbow Gold Apple Z 1½ oz. apple-flavored vodka Z 1 oz. cranberry juice Z ½ oz. honey or agave nectar Z 1 apple slice Z Build first 4 ingredients in a tall glass filled with ice. Stir and garnish with apple slice. Strongbow Spice Z 4 oz. Strongbow Gold Apple Z 1½ oz. cinnamon whiskey Z 1 oz. pomegranate juice Z 1 tsp. pomegranate seeds Z Build in a tall glass filled with ice. Stir and garnish. ch 201 014 / t the he he he h ta ta tasti ti ti ting ng n pa pane n l