Beverage News / Beer

Heineken phases out original Strongbow Hard Cider recipe with new flavors

Strongbow Gold Apple, Honey & Apple varieties also showcase new look

March 21, 2014
/ Print / Reprints /
/ Text Size+

Strongbow Hard CidersWhite Plains, N.Y.-based Heineken USA, which acquired import rights to the Strongbow Hard Cider brand in January 2013, is phasing out the original Strongbow Hard Cider recipe and replacing it with new Strongbow Gold Apple Hard Cider and Strongbow Honey & Apple Hard Cider. The new ciders will begin appearing at on- and off-premise accounts this month, says Alejandra de Obeso, Strongbow brand director. In turn, the original Strongbow hard cider is expected to be completely phased out at retail before the end of April, she notes.

Strongbow Gold Apple offers a balanced, crisp apple taste that captures the sweet and tart notes of the Golden Delicious apple along with hints of Honeycrisp apple and pear, while Honey & Apple blends fresh apple taste with honey to create the new flavor, the company says. The inclusion of honey is new to the hard cider category and is expected to attract new consumers to the brand and the category, de Obeso adds. In a blind taste test conducted last year by Rogil Research, both men and women noted that they strongly preferred the new crisp, refreshing flavor profile of Strongbow Gold Apple, the company says.

“Strongbow is perfect for those occasions when you’re on a rooftop with friends on a warm, sunny day, kicking off your afternoon plans, and all that matters is spending time together,” said Charles Van Es, senior brand director for portfolio brands at Heineken USA, in a statement. “It offers a different kind of refreshment that sets the stage for a great time — day or night.”

Both Strongbow Gold Apple and Honey & Apple are gluten-free, contain 5 percent alcohol by volume, and offer less than 200 calories in each 11.2-ounce bottle. Additionally, the hard ciders feature new packaging, which sets them apart from the original Strongbow Hard Cider.

"The new Strongbow bottles stand out through their stylized, sleek design and the beautifully embossed detailing that showcases our brand heritage," de Obeso says. The new packaging is upscale, modern and emphasizes refreshment, she adds.

The launch will be supported through a mix of traditional and paid media, digital, public relations and experiential marketing. The brand also will carry out extensive sampling where legal with consumers of legal drinking age.

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

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



Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.


Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI September 2014 cover

2014 September

The September 2014 Beverage Industry includes a cover story on our Wholesaler of the Year, The Odom Corp., as well as articles about single-cup and iced coffees, cconvenience store growth, vegetable flavors, 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.   

Coffee Segments

Which coffee segment will be impacted the most by coffee bean increases?
View Results Poll Archive


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


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!


facebook40 twitter    youtubelinkedgoogle+ icon 40px