NEW STRONGBOW GLASS PROUDLY CHAMPIONS BRAND HERITAGE

Heineken UK has introduced a new pint glass for its UK draught cider Strongbow, as part of the focus on quality, refreshment and provenance. For the first time in the brand’s history, the design includes information about the heritage of Strongbow. The new glassware has launched alongside a new BitterSweet TV ad, which highlights the farmers in Hereford who grow and press one billion cider apples per year to create the brand’s distinct flavour. Both the new glass and advert reflect Strongbow’s desire to share the story behind the brand, its Herefordshire roots and raise the quality perceptions amongst both new and current drinkers. The new Strongbow pint glass is lightweight, streamlined and made of toughened glass.
Andrew Turner, On-Trade Category & Trade Marketing Director at Heineken said, “This new glassware is designed to remind consumers that draught is the best and most credible way to enjoy cider. Pre-launch testing showed that two thirds of non-Strongbow drinkers would retry the brand as a result of the new glass, prompting repeat purchase from new consumers and, as a result, introducing new drinkers into the classic cider category. Existing drinkers were also consistently positive about the new glass and both groups indicated that Strongbow seemed to taste better from the new glass. The new Strongbow glasses are available now and licensees will be provided with quality and hygiene information in order to train staff on service with and care of the new glassware.”