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Transforming the Everyday cider category, Strongbow recently added another string to its bow with the launch of a new flavoured variant. Offering the crisp, masculine refreshment of Strongbow Original cut with blackcurrant and blackberry juices, Strongbow Dark Fruit was specifically created to appeal to cider drinkers looking for everyday flavour refreshment.

Tapping into the burgeoning interest in Flavoured Cider, Strongbow Dark Fruit already boasts a retail value of more than £16m. The variant is successfully attracting everyday cider drinkers to the Flavoured Cider segment, which HEINEKEN believes could open up a £20m growth opportunity for Everyday Cider in the off-trade.

In fact, 60% of Strongbow Dark Fruit sales are incremental to the Everyday Cider category which means six out of ten purchases are completely new, driving volume and value growth. Strongbow Dark Fruit joins Strongbow Pear which is now the No.1 Pear flavoured cider in the off-trade.

Retail Express and Better Wholesaling met with some of the retailers driving sales as a result of stocking Strongbow flavoured variants, some of whom have seen as much as a 20% increase!