HEINEKEN UK is launching it’s first premium apple cider, Riversider™ into pubs and bars this spring as the Inch brand aims to keep its position as UK’s fastest-growing cider brand. The launch of Inch’s Riversider™ is expected to bring more value into the Premium Cider category category, particularly with younger drinkers, given that 44% of Premium Apple Cider drinkers are under 34.
The new premium draught apple cider comes in at 4.7% ABV and it plans to drive further value into the growing category for the trade by supporting it’s launch with new glassware, tap handle and fount. HEINEKEN UK is also supporting operators with the roll out of premium point of sale kits, while also supporting the brand more widely with a nationwide above-the-line ‘The Really Good Cider’ campaign.
Rachel Holms, Cider Brand Director at HEINEKEN UK, said, “We have seen Inch’s Apple Cider go from success to success in the on-trade, and the launch of Inch’s Riversider™ is set to meet significant demand for consumers with innovation in the Premium Apple Cider segment.
“We continually evaluate our cider portfolio to find new ways to drive value into the category, and Inch’s Riversider™ offers a great new taste and striking look and feel – making this an attractive choice for operators, and a pint that is certain to bring more discerning drinkers across the country into the Cider category.”
The launch of Inch’s Riversider™ follows the introduction of the UK’s first dealcoholised cider, Inch’s 0.0, available across the on-trade in 440ml cans from March, and Inch’s Cloudy into the off-trade from February.