BRAND BUILDING
Ideal for Social Occasions
"As cider is a long drink with a lower
alcohol content than cocktails or mixed
drinks, it provides an ideal alternative in
social situations," adds Karen.
The global cider market has grown in volume at an annual compound
rate of 2.7% over the last five years, to approximately 18.7 million
hectolitres. And HEINEKEN has an impressive 2A% share as the world's
largest cider producer, following the Scottish Newcastle acquisition
in 2008. HEINEKEN and its customers are primed to seize this
golden opportunity.
Q
rowth of the cider market
is projected to continue exponentially
until 2016 and beyond, as more markets
open up to the proposition and more
competitors get in on the cider game.
As global cider leader, HEINEKEN is doing
its fair share to drive this, with the roll-out
of its new global brand, Strongbow Gold.
The brand commands a premium price
index with healthy cash margins for our
customers.
"There's a clear opportunity to source
new consumers with cider," says Karen.
"In a recent survey in Hungary, the latest
market to launch Strongbow Gold, 55%
of young legal drinking age (LDA) adults
stated that they were light or non-beer
drinkers."
These numbers are consistent with
many other corners of the world,
where for example 42% of LDA do not
drink beer in the US and 37% in Brazil,
(source: iconoculture). Cider, therefore,
offers a unique opportunity to start a
conversation with those people who
don't normally consider beer within
their repertoire.
"Last year, Strongbow Gold was
launched in Italy, a country where 31%
of the population never drinks beer," she
continues. "The pilot launch confirmed
that cider offers a true alternative to
primarily wine, sparkling wine and soft
drinks and the typical Italian aperitivo,
with the added benefit that Strongbow
Gold could command a premium price.
"Secondly, while cider consumers are
disproportionately male, it clearly has a
mixed gender appeal, making it perfect
for groups. Furthermore, in countries such
as Italy and Hungary, the on-trade has
many bars that focus on the wine and
cocktail segment. The premium image of
Strongbow Gold cider proved extremely
popular among these customers who
would not normally stock beer."
This year saw the successful launch
of Strongbow Gold in Hungary, which
kicked off with a hugely successful viral
Quarter 3 2012 World of HEINEKEN
