Heineken Ireland has developed a new Appleman’s cider in order to ‘deliver more choice to Irish consumers in an otherwise limited cider landscape’.
The groups said that Appleman’s is a simple and balanced cider which will only be available in Ireland. It has an ABV of 4.5% and will be available on draught, in 500ml cans and 568ml and 500ml bottles.
Emma-Jane McKeown, senior brand manager of Appleman’s, said, “Irish people expect, and deserve, choice – they have it in wine and in beer – why not in cider? Cider drinkers were starved of choice for years but now, with the launch of Appleman’s and the growing popularity of Orchard Thieves, Heineken Ireland is proud to be delivering real choice in cider.
“Globally, Heineken is famous for producing some of the world’s most loved cider brands and we’ve applied this cider knowledge, passion and expertise to develop Appleman’s”.
Advertising
According to Heineken Ireland, Appleman’s will undergo an ‘ambitious’ marketing plan by Heineken Ireland which includes outdoor advertising posters that are fully recyclable. Its launch will also include major TV campaign which was developed by Irish company Rothco.
McKeown said, “Traditionally, outdoor ads are printed on paper and discarded, but we wanted to take inspiration from nature – making sure that paper goes back to benefit nature when it’s done its job.
“We’ve committed to recycling all of our outdoor posters by producing apple trays from them once they’ve finished their outdoor cycle.”
Heineken Ireland announced at the end of March that they had planned to introduce a new cider into what is a declining market in Ireland. The group also recently announced the launch of a new non-alcoholic larger, Heineken 0.0.
© 2018 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click subscribe to sign up for the Checkout print edition.
