- THE MAGAZINE
- CATEGORY FOCUS
- BEVERAGE R&D
Strongbow, a brand of Heineken USA, White Plains, N.Y., launched its “Golden Hour” on-premise, retail and event activation for the summer. The cider brand will act as a catalyst for spur-of-the-moment experiences to excite consumers of legal drinking age and encourage them to create their own “Golden Hour” celebrations with Strongbow, it says.
On-premise, program point-of-sale (POS) and merchandising materials will be available to drive awareness and interest in Strongbow cider while introducing patrons to an array of Strongbow signature cocktails that showcase the versatility of the brand, it says. At retail, a range of custom-designed display and POS materials will be available that position Strongbow as a crisp, refreshing beverage choice for laid-back summer drinking occasions, it explains. In addition, channel-relevant instant redeemable coupons and mail-in-rebate offers, where legal, on the purchase of Strongbow and complimentary items will aid in cross-promotion, it adds.
“‘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,” explained Charles Van Es, brand director for Heineken USA, in a statement. “It’s the perfect time to relax and unwind with friends and chose Strongbow, a more sophisticated beverage alternative that will enhance the experience. 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.
“The hard cider category is on fire and provides one of the most dynamic growth opportunities within the adult beverage category,” Van Es continued. “Strongbow, the No. 1 global cider brand, is taking a lead role in driving category growth in the United States and delivering higher profit margins to retailers and on-premise operators. With substantial investment and dedicated programming including this summer’s ‘Golden Hour’ program, Strongbow is poised to drive further growth of the cider category and become the No. 1 upscale badge cider brand in the U.S.”