Heineken introduces ‘biggest alcohol launch of 2015’

This August, Heineken is extending its John Smith’s brand with Golden Ale and Strongbow with Cloudy Apple in its biggest alcohol launch of 2015.

Both new products are designed to use the weight of well-known brands to make the trends within craft beer and cider more accessible to the mainstream public.

Available in packs of 10x440ml, 4x440ml and 500ml bottles, Strongbow Cloudy Apple will be supported by a multi-million-pound campaign. It is also launching in a 4x500ml price-marked pack for convenience.

The activity includes TV and outdoor advertising, as well as a £1m sampling campaign that will target 700,000 consumers at events, transport hubs and city centres. The premium offering will be priced in line with Strongbow Dark Fruit.

Craig Clarkson, category & trade marketing director for Heineken, said: “The bottle is key for driving trial. It allows the customers to see the cloudiness and quality of the liquid, which is a big selling point.”

Meanwhile, John Smith’s Golden Ale will be available in 500ml bottles and 4x500ml and 10x440ml cans. The launch is supported by special promotions and on-shelf PoS.

Sam Fielding, innovation director for Heineken, said despite the majority of ale drinkers being older than 50, younger ale drinks are now entering the category.

“This is a bridge to drive the relevance of ale with 25-49 year old men and make the category more accessible to a younger audience,” he added.