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Heineken Adds Strongbow Cider To Upscale Portfolio

Last updated on August 28th, 2012 at 10:45 am

Heineken USA will add Strongbow cider to its portfolio beginning Jan. 1, 2013. Heineken N.V. is the global leader in cider with nearly 25 percent market share and products available in 20 markets. The Strongbow brand will further complement the leading upscale beer company’s already diverse product portfolio, which includes Heineken, Dos Equis, Newcastle, Amstel Light and more, the company says.

Strongbow—the second-bestselling cider brand in the U.S.—is a crisp premium imported cider from the U.K. and the leading cider brand globally. For nearly a decade, Heineken N.V. has partnered with the Vermont Hard Cider Co. to distribute Strongbow in the rapidly growing U.S. cider market, which grew 10 percent in 2010 and 20 percent in 2011.

“There is tremendous opportunity to build on the momentum that the Vermont Hard Cider team created over the last nine years. We see this as a pivotal moment to further accelerate Strongbow’s growth by supporting the brand with the full weight of Heineken USA’s resources and capabilities,” said Dolf van den Brink, president and CEO of Heineken USA. “By growing our core and investing in innovation, we will continue to enhance our position as the industry’s leading upscale importer.”

Heineken USA says it will position Strongbow as the leading upscale cider brand, offering both male and female consumers an alternative alcoholic beverage option. The company will finalize its distribution strategy and marketing plans in the coming months ahead of the January 2013 kickoff.

Since 2011, Heineken USA has added several new brands to its portfolio in addition to Strongbow, including the Newcastle Limited Editions, Amstel Wheat, Indio and the forthcoming Tecate Michelada.


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