Strongbow ULTRA Dark Fruit Cider Comes Packaged in Slim Cans
Michael Hemsworth — March 1, 2022 — Marketing
References: heineken & conveniencestore
The Strongbow ULTRA Dark Fruit Cider is being launched by Heineken UK as a new alcoholic refreshment that's targeted towards generation Y and Z consumers to offer them something different to try out. The libation comes in 330ml slim cans that will be available for purchase individually as well as in packs of four and 10. Featuring a 4% ABV, the fruit-forward cider comes in at 85 kcal per slim can.
Heineken UK Cider Brand Director Rachel Holms commented on the new Strongbow ULTRA Dark Fruit Cider, saying, "Consumers, especially generation Y and Z, want to see alcoholic drinks that fit with their desire to lead more balanced lifestyles. However, the category falls behind other FMCG segments such as desserts and snacking with limited lower-calorie options, leaving a big gap in the market. ULTRA is a refreshing, thirst-quenching cider sold in 330ml sleek cans at 30% fewer calories ml for ml compared with Strongbow Dark Fruit and taps into the lucrative on-the-go and impulse occasions, providing a big sales opportunity for stockists UK-wide."
Heineken UK Cider Brand Director Rachel Holms commented on the new Strongbow ULTRA Dark Fruit Cider, saying, "Consumers, especially generation Y and Z, want to see alcoholic drinks that fit with their desire to lead more balanced lifestyles. However, the category falls behind other FMCG segments such as desserts and snacking with limited lower-calorie options, leaving a big gap in the market. ULTRA is a refreshing, thirst-quenching cider sold in 330ml sleek cans at 30% fewer calories ml for ml compared with Strongbow Dark Fruit and taps into the lucrative on-the-go and impulse occasions, providing a big sales opportunity for stockists UK-wide."
Trend Themes
1. Low-calorie Alcoholic Beverages - There is a growing market demand for low-calorie alcoholic beverages that fit with consumers' desire to lead more balanced lifestyles.
2. On-the-go and Impulse Purchases - There is a lucrative sales opportunity for stockists who offer refreshing, thirst-quenching beverages in 330ml sleek cans that are easy to grab on the go.
3. Innovative Cider Flavors - There is potential for innovation in the cider industry by offering unique and fruit-forward flavors that appeal to younger consumers.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry can benefit from creating low-calorie options and innovative flavors to meet the demand of younger consumers.
2. Packaged Foods - The packaged foods industry can offer similar low-calorie options and refreshing, on-the-go packaging for snacks and desserts.
3. Convenience Stores - Convenience stores can take advantage of the trend toward on-the-go and impulse purchases by stocking low-calorie and refreshing beverage options in grab-and-go packaging.
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