Strongbow Hard Ciders, a brand of White Plains, N.Y.-based Heineken USA Inc., announced the launch of 100-calorie, 8.5-ounce slim cans in a 12-can variety pack with three flavor varietals. Available beginning January 2019, the Strongbow 100-calorie slim cans are positioned at the intersection of hard cider, canned wine and hard seltzer to offer alternative refreshment, the company says.
The variety pack contains Strongbow’s newest flavor, Dry Pear, a mildly sweet pear-apple cider with a light, dry finish, as well as Rosé Apple and Original Dry, it adds.
“Our 100 Cal Slim Cans meet an emerging consumer need. Canned wine is up 290 percent [compound annual growth rate] and hard seltzers are booming — plus 199 percent [year to date] — so with only 100 calories per can, our new 8.5-ounce size creates a better-for-you, full-flavored and fast-selling option,” said Jessica Robinson, vice president of emerging brands for Heineken USA, in a statement, citing sales data from Nielsen for FDCM+ through May 2018.
The new offerings aim to source sales from millennial consumers who are drinking more canned wine and 70 percent of whom are cutting calories from their beverage choices, the company says.
Strongbow 100-calorie slim can variety packs will be supported by taste-maker event sampling, influencer partnerships, social media, on-premise sampling and point-of-sale materials, and high-value rebate offers.