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Strongbow Cider, the newest brand to join Heineken USA’s product portfolio, is gearing up for summer with the launch of its “Golden Hour” on-premise, retail and event activation. The program is designed to generate interest in cider and establish Strongbow as the key upscale player in this growing segment.
At retail, a range of custom-designed display and POS materials aim to position Strongbow as a crisp, refreshing beverage choice for laid back summer drinking occasions. In addition, channel relevant IRC (instant redeemable coupon) and MIR (mail in rebate) offers on the purchase of Strongbow and complimentary items will help drive higher basket rings in grocery, c-store and liquor accounts.
“Golden Hour is that great time of evening when the sun is setting, everything has an incredible golden hue and when day turns into night,” said Charles Van Es, brand director, Heineken USA. “In addition to Strongbow’s on-premise and retail activation, this summer we will activate our Golden Hour Influencer program designed to engage consumers on multiple levels through short, surprising moments with promotions that will generate buzz and excitement around the brand and the category.”
Van Es continued, “The hard cider category is on fire and provides one of the most dynamic growth opportunities within the adult beverage category. Strongbow … is taking a lead role in driving category growth in the U.S. and delivering higher profit margins to retailers and on-premise operators.”
Heineken USA, a subsidiary of Heineken International BV, imports a variety of European brands into the U.S., including Heineken Lager, Heineken Light, Amstel Light and Newcastle Brown Ale.