Strongbow Gold offers
an alternative to wine,
and appeals to young
adult females"
Targeting Non-Beer Drinkers
World of Heineken 43 - winter 2010
says. According to Heineken's own research, 26% of
young adult, non- or light-beer drinkers find the taste
of beer too bitter. Cider offers a refreshing, accessible,
lighter-tasting alternative for these consumers. "It
complements, rather than cannibalises beer occasions,
as we might first expect," adds Karen. Cider also offers
an alternative to wine, with less alcohol and a sweeter,
more accessible taste. Unlike wine, a consistent high
quality is guaranteed, wherever you are.
The cider category is in its infancy and has huge growth
potential. Outside of the UK, South Africa, Finland,
Spain, France and Ireland, cider is not sold in any
significant volume. This means there's a massive top-
line volume opportunity for the rest of the world.
GOLDEN OPPORTUNITY
Strongbow Gold, positioned as a premium cider, has
been identified as the brand that will take on the
challenge of growing the cider category globally. "In
the first half of 2011, it will be rolled out in a number of
European countries, with ongoing support for the Dutch
market. The roll-out will feature rejuvenated packaging
and premium pricing," explains Karen.
The through-the-line launch campaign will focus on
generating 'disruption' in the alcohol category, by
standing for something new and refreshing. The goal
is to achieve high levels of awareness and product trial
among potential consumers. "Based on our experience
so far, we are confident that once the product is tasted
by consumers, success will follow," says Karen.
"We're aiming to bring fresh excitement to the alcoholic
drinks category with Strongbow Gold cider. Europe's
changing demographics provide a unique opportunity
to generate top-line growth and drive market share
by offering a premium alternative to beer that tastes
great, is made from natural ingredients, and serves a
growing non-beer market."
In Italy, consumers enjoy a
diverse range of alcoholic
beverages including wines,
aperitifs and cocktails. These
are often perceived as more
trendy alternatives to beer,
or more fitting for specific
occasions. In addition, more
than 30% of 18-64- year-olds
currently don't drink beer at all.
This leaves plenty of room for a
new category and that's where
Strongbow Gold cider comes in!
Gianluca di Tondo, Marketing
Director Heineken Italy, tells us:
"We've almost completed our
portfolio analysis, based on robust
consumer segmentation and
mapping, to clearly identify the
different typologies of consumers
and their specific needs. Based on
this, we have identified a potential
positioning for Strongbow Gold in
the Italian market and defined the
target consumer. The next step is
to quantify the potential market,
and forecast the Strongbow Gold
share up to 2020.
"We will launch Strongbow Gold,
initially focusing on the off-trade
channel to build up consumer
trial as fast as possible. Carefully
selected on-premise trial will
follow, to represent the right
consumption experience. Phase
one of the launch plan will focus
on trial, trial and trial! Then we'll
aim for loyalty and repurchase."
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