Heineken UK has unveiled a new pack design across the Strongbow cider range alongside the launch of a new Tropical variety.

The new design abandons the brand’s traditional black and gold colour palette for the first time since it was created in 1960.

It is a more stripped-back design with the brand’s signature archer at the front and centre.

Rachel Holms, Heineken UK cider brand director, said: “This is a huge milestone in the 63 years of Strongbow. It’s a new design that not only resonates and engages our loyal consumer base, but something that also appeals to new cider and Strongbow drinkers, and the start of a new chapter for us. And it’s only just the beginning. Setting the pace for what’s to come, we’re excited to show people what else we have in store for our summer of cider.”

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Rolling out this month, the redesign has been created to attract new customers and help launch new flavours, including Tropical.

Tropical (ABV 4%), which is a blend of mango and pineapple, is available in 500ml bottles and 4x440ml can multipacks. It contains no artificial flavours, sweeteners and colours.

Holms added: “The launch of Strongbow Tropical Cider will further encourage new drinkers into the cider category, providing experimental consumers with an exciting new flavour to try whatever the occasion.”

The supplier will support the rebrand with a wider £20m marketing campaign, starting in April.

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