Beverage News / Beer

Strongbow cider ‘Golden Hour’ program encourages summer celebrations

June 10, 2013
/ Print / Reprints /
ShareMore
/ Text Size+

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.”
 

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

International Pineapple Day at Bahama Breeze

In celebration of International Pineapple Day on April 2, Bahama Breeze locations across the country invited the media and consumers to celebrate with cocktails that feature the tropical flavor of the pineapple. (Photos by Liz Parker and Jennifer Haderspeck)

10/10/13 2:00 pm EDT

Ditch the weighting agents: A cost effective solution for delivering flavors and actives

Available On Demand Learn how to reduce costs and energy use by enabling high oil load emulsions, eliminating the need for weighting agents like brominated vegetable oil (BVO).

THE MAGAZINE

Beverage Industry Magazine

BI April 2014 cover

2014 April

The April 2014 Beverage Industry includes a cover story on moonshine, as well as articles about CSD brands, whiskey, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Spirits Segments

Which spirits segment will perform the best in 2014?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!

STAY CONNECTED

facebook40 twitter    youtubelinked