To encourage adult consumers to consider hard cider as a refreshing and upscale alternative beverage when they’re out this summer, Strongbow is getting behind Golden Hour celebrations.
Golden Hour is not exactly Happy Hour but rather “that great time of evening when the sun is setting, everything has an incredible golden hue and when day turns into night,” according to Charles Van Es, brand director for Strongbow parent Heineken USA.
Van Es noted in a statement that “the hard cider category is on fire and provides one of the most dynamic growth opportunities within the adult beverage category.” The brand’s on-premise effort on this front include program POS and merchandising materials to help drive awareness and interest in Strongbow cider and introduce patrons to an array of Strongbow signature cocktails.
Retail program elements include a range of custom-designed display and POS materials that position Strongbow as a refreshing option for laid-back summer drinking occasions. The brand also hopes that channel relevant IRC (instant redeemable coupon) and MIR (mail in rebate) offers (where legal) on the purchase of Strongbow and complimentary items will help drive higher basket rings in grocery, c-store and liquor accounts and repeat business.