HEINEKEN UK is expanding its premium cider portfolio with the launch of Old Mout Mango & Passionfruit – the brand’s first new flavour in three years. The tropical new variant is now available to the on-trade in 500ml bottles with an ABV of 4.0%.
A blend of juicy mango and tangy passionfruit, the cider is vegan friendly, gluten free and made using natural flavours with no added colourings – designed to meet growing demand for flavour-forward, better-for-you drinks options. The new flavour joins a line-up that includes Berries & Cherries, Kiwi & Lime, and Pineapple & Raspberry.
Rachel Holms, Cider Brand Director at HEINEKEN UK, said, “Old Mout Mango & Passionfruit is set to be the taste of the summer. As the biggest flavoured cider brand in the on-trade, we know how important it is to keep our range exciting and relevant. This launch helps us reach new consumers and build on the brand’s already impressive growth.”
Flavoured packaged cider continues to be a major driver of fridge sales in pubs and bars, now accounting for 71% of cider sales in the chiller and Old Mout is already the number one flavoured cider brand in the on-trade, with sales already up 40% compared to the same period last year. The new variant will be supported as part of Old Mout’s ‘Moutopia’ campaign, which runs across digital, social media and out-of-home channels and will feature in the brand’s latest summer influencer activation.