Strongbow Hard Cider recently announced details of its Cider at its Bestest program, a fully integrated retail and on-premise promotion. It will include digital media, in-store displays and signage, shopper offers and brand engagement across social media platforms.
One objective is to invite consumers to enjoy Strongbow “at its utmost best—served over ice – while providing retail and on-premise accounts with the program elements they need to drive incremental sales of Strongbow Hard Cider,” according to a press release.
“I’m convinced that there’s nothing more delicious than the crisp, refreshing taste of Strongbow hard cider when it’s poured over ice,” said Alejandra de Obeso, Brand Director for Strongbow, HEINEKEN USA. “As more consumers try Strongbow’s variety of hard ciders and learn more about our global credentials, they engage more with the brand. With each new sample, consumers discover why Strongbow over ice is the number one selling hard cider in the world.”
According to Beverage Information and Insights Group data, the cider market has grown 66 percent per year since 2010.
De Obeso added, “Strongbow, the global leader for this segment, provides multiple benefits to retailers: the brand appeals to a very attractive demographic – it is preferred by millennial and upscale consumers, split equally between men and women; it is the most effective cider brand at generating loyal repeat shoppers; and these new fans make more trips and spend more per visit maximizing traffic in the category. Strongbow’s Cider at its Bestest program and our new variety pack are two key tools that will help retailers take advantage on the growth and profitability of upscale cider.”
Strongbow will partner with digital vendors to deliver hyper-targeted digital ads and relevant offers intended to drive consumers to local retail and on-premise accounts. Social media platforms such as Pinterest will invite consumers to share their Strongbow experiences.
At retail, custom-designed Cider at its Bestest display and point-of-sale elements, along with channel specific merchandising offers (where legal), are meant to increase basket rings and drive sales.
On-premise, Cider at its Bestest table tents, posters, banners and menu boards will encourage patrons to try Strongbow over ice for themselves.
This program runs from Jan. 1 to April 30.