NEW YORK -- Strongbow Hard Cider announced the details of its January through April Cider at its Bestest program. The fully integrated retail and on-premise promotion, including targeted digital media, in-store displays and signage, shopper offers and brand engagement across social-media platforms, invites legal-drinking-age consumers to enjoy Strongbow when it’s at its utmost best—served over ice--while providing retail and on-premise accounts with the program elements they need to drive incremental sales of Strongbow Hard Cider.
“I’m convinced that there’s nothing more delicious than the crisp, refreshing taste of Strongbow hard cider when it’s poured over ice,” said Alejandra de Obeso, brand director for Strongbow, which is owned by Heineken USA, New York. “Enjoying any of our flavors on the rocks is the perfect way to kick off your evening plans or celebrate the end of a fulfilling day while you catch up with your group of closest friends. As more consumers try Strongbow’s variety of hard ciders and learn more about our global credentials, they engage more with the brand. With each new sample, consumers discover why Strongbow over ice is the No. 1 selling hard cider in the world.”
Cider has grown 60% per year since 2010 and has added an incremental $200 million to retailers registers in just the past two years alone. Upscale, social cider brands are gaining share on traditional ciders and represent a huge opportunity for retailers, according to De Obeso.
Strongbow is partnering with digital vendors to deliver hyper-targeted digital ads and relevant offers that will drive consumers to local retail and on-premise accounts. At retail, custom designed Cider at its Bestest display and POS elements with enticing visuals, along with channel-specific merchandising offers (where legal) will entice shoppers to increase basket rings and drive sales of Strongbow Hard Ciders. On-premise, Cider at its Bestest table tents, posters, banners and menu boards will encourage patrons to try Strongbow over ice for themselves. Social-media platforms, including Pinterest, will invite consumers to share their Strongbow experiences, leveraging the power of word-of-mouth to increase engagement and sales of Strongbow.
Strongbow’s Cider at its Bestest program runs Jan. 1 through April 30, 2015.
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