WHITE PLAINS, N.Y. -- Strongbow Cider, a leading hard cider and the newest brand to join Heineken USA's portfolio of upscale brands, is taking aim at the season of relaxation and celebration with the launch of this summer's "Golden Hour" on-premise, retail and event activation.
Beginning this summer, Strongbow is taking the lead as the catalyst for experiences that excite adult consumers and drive them to engage in or create their own Golden Hour celebrations with Strongbow.
On-premise and retail program elements along with key event activation across the country will generate interest in cider and establish Strongbow as the key upscale player in this dynamic and growing segment, the company said.
On-premise, program point-of-sale (POS) and merchandising materials will be available to drive awareness and interest in Strongbow cider while introducing patrons to an array of Strongbow signature cocktails that showcase the versatility of the brand and establish Strongbow as the upscale beverage for summer's Golden Hour experiences.
At retail, a range of custom designed display and POS materials will be available that position Strongbow as the crisp, refreshing beverage choice for laid back summer drinking occasions. In addition, channel-relevant instant-redeemable-coupon (IRC) and mail-in-rebate (MIR) offers (where legal) on the purchase of Strongbow and complimentary items will help drive higher basket rings in grocery, convenience store and liquor accounts and keep consumers coming back for more.
"Golden Hour is that great time of evening when the sun is setting, everything has an incredible golden hue and when day turns into night. It's the perfect time to relax and unwind with friends and chose Strongbow, a more sophisticated beverages alternative that will enhance the experience," said Charles Van Es, brand director of Heineken USA. "In addition to Strongbow's on-premise and retail activation, this summer we will activate our Golden Hour Influencer program designed to engage consumers on multiple levels through short, surprising moments with promotions that will generate buzz and excitement around the brand and the category."
He added, "The hard cider category is on fire and provides one of the most dynamic growth opportunities within the adult beverage category. Strongbow … is taking a lead role in driving category growth in the U.S. and delivering higher profit margins to retailers and on-premise operators. With substantial investment and dedicated programming including this summer's Golden Hour program, Strongbow is poised to drive further growth of the cider category and become the No. 1 upscale badge cider brand in the U.S."
Heineken USA Inc., White Plains, N.Y., is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.
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