Issue link: https://digital.copcomm.com/i/674905
64 / the tasting panel / may 2016 COVER STORY 128 years of doing the cider thing in the U.K. and their presence on the board of the United States Association of Cider Makers gives their voice considerable clout as the fledgling American cider market forges its own identity. At the same time, they've taken on the persona of grass-roots ambassadors, showing up at key public events like CiderCON in Portland, OR, to help spread the word that Strongbow—and cider as a whole—is a tasty beverage. "We have a strong interest in helping the cider category spread and grow in the U.S.," de Obeso states. "We believe we bring a unique point of view and experience to help shape the conversa- tion with our peers. This is a very open, vibrant community that can certainly learn from each other's contributions. It gets me excited about the opportunities that we can all unlock." Strongbow's carefully cultivated dual persona is perhaps best fleshed out through their stellar ad campaign, which features Sir Patrick Stewart effortlessly traipsing along the fine line that separates refinement and cheekiness. According to de Obeso, the man who famously sat in the captain's chair of the USS Enterprise and uttered commands like "Make it so, Number One" couldn't be more of an ideal fit to ensure Strongbow's status as a strong number two. "Sir Patrick Stewart is the perfect spokesperson for Strongbow, as he embodies British class, talent and authority—with a playful sense of humor, just like our ciders," she says. Innovative Flair I'm able to experience the liquid form of this embodiment firsthand by drop- ping by their upscale urban rooftop bar display during the HEINEKEN Distributors Conference's Portfolio Expo. I am immediately poured their brand new Cherry Blossom flavor, which just launched nationally this March. It's bright red, almost rosé- colored, and boldly stands out from the Gold Apple, Honey, and Ginger flavors huddled next to my glass. Its taste is crisp and light, slightly tart and surpris- ingly floral. It's as fun as it is delicious. It's also the first red cider liquid avail- able nationally, and its eye-catching hue and unique flavor profile serves as testament to their commitment to grow the concept of cider as the base of aficionados expands. "We have very high expectations for the launch of Strongbow Cherry Blossom!" de Obeso exclaims. "Our research shows that having the right range of flavors— including a red liquid with fruity and floral notes—attracts new consumers to cider, boosting the rate-of-sale of both our brand and the category throughout the year." Strongbow's innovative flair doesn't merely rest with flavor introduction. The brand's award-winning Gold Apple hard cider is now available on HEINEKEN's groundbreaking BrewLock keg system, enabling its on- premise accounts to provide customers with a fresh, perfectly crisp pour with every handle pull. As impressive as this tech is, de Obeso acknowledges the core of the acclaimed cider's quality starts well before the kegs are distributed. "Strongbow is built on the foundation of British hard cider and our 128-year-old heritage," she says. "It's always made from apples and is always in natural, recognizable flavors. In our case, all of our ciders are made from a blend of our own bittersweet apples grown in our very own orchards and culinary apples. This combination produces a very balanced and sophisti- cated taste." Ultimately, Strongbow's devotion to spreading its high-quality line of bever- ages to the ever-growing throng of Strongbow Hard Cider has cultivated a 69% rate of growth in the past year. PHOTO: WILL FIGG