Old Mout has launched their new Pineapple & Raspberry flavour with an instore campaign for Sainsbury’s delivered by TWELVE to drive trial.

With every purchase of a 10x pack of Old Mout Pineapple & Raspberry, customers will receive a free pineapple with instructions for how to upcycle the pineapple & use it as the perfect drinking vessel for your Old Mout!

The new flavour is the latest fruity flavour from Old Mout and is the meeting of exotic pineapple and tart raspberries, blended to remind them of balmy, far flung places.

In addition, in 30 Sainsbury’s nationwide, keep an eye out for the instore sampling stands to try the exotic new taste of Pineapple & Raspberry.

Lindsey Taylor, Business Director at Twelve, said: “We are thrilled to be able to deliver a unique way for customers to enjoy drinking Old Mout & to give inspiration to upcycle fruit to make innovative drinking vessels – at Old Mout Kiwi Camp earlier this year, we saw festival goers go mad for pineapple cups, so we are delighted to bring this opportunity to Sainsbury’s shoppers. And it is the perfect way to fully enjoy the flavours of new Pineapple & Raspberry Old Mout”

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Westons Cider is ramping up investment behind its exclusively off-trade brand, Henry Westons, with a planned marketing spend of £3.5m over the next three years, including a partnership with the Cheltenham Jazz Festival, sampling and an on-pack promotion offering consumers a chance to win a trip to New Orleans plus tickets to the New Orleans Jazz Festival.

The Herefordshire-based premium cider-producer is aiming to drive further growth and increase market share for its category-leading brand with its marketing activity, which also includes a national TV advertising campaign.

The latest round of TV advertising for the UK’s number one glass bottle apple cider features Westons’ entertaining take on founder Henry Weston’s legacy, and emphasises the brand’s traditional production methods.

Henry Westons is also scaling up its partnership with Cheltenham Jazz Festival. As principle partner, the crafted premium cider brand will benefit from high visibility across the established six-day festival and will be front of mind for festival-goers thanks to the ‘Henry Westons Big Top’ on the festival site.

The partnership with the Cheltenham Jazz Festival, which just took place over the May Bank Holiday weekend, included sampling and the return of ‘Henry Westons Sessions’ featuring stripped-back, acoustic performances from the likes of Corinne Bailey Rae, Rick Astley and Imelda May.

Further supporting the campaign, the on-pack promotion will appear on 3 million bottles of Henry Westons during May, June and July, offering consumers a chance to win a trip to the birthplace of jazz, New Orleans, plus tickets to the New Orleans Jazz Festival.

2018 marks the third year of increased investment for the Henry Westons brand which is firmly established as a ‘must-stock product’ for the convenience and grocery retail channels, reinforcing the £37m brand’s position as the UK’s number one glass bottle apple cider.

“Henry Westons is a star performer within the Westons Cider portfolio and continues to go from strength to strength,” explains Tim Williams, Henry Westons Brand Manager at Westons Cider. “The brand’s impressive growth is driven by an in-depth understanding of our target consumer, and the reliably smooth and rounded flavour that gives Henry Westons its character.”

Matthew Langley, Insight and Innovation Manager at Westons Cider, adds: “This fantastic campaign for Henry Westons comes as we release our third annual cider report, which reinforces the key role that traditional crafted ciders like Henry Westons have to play in growing sales for off-trade retailers, large and small. Glass bottle cider accounts for more than £1 in every £3 spent in the off-trade and this format continues to grow by +2.4% year on year, so it is essential that retailers continue to stock the brand that remains the main driver of that growth, Henry Westons.”

UK on-trade listings for the Westons Cider portfolio include Mitchells & Butlers, Spirit Group, Punch, Enterprise Inns, Fullers, Greene King, Hall & Woodhouse, Marstons, Charles Wells, Youngs and Matthew Clark Wholesale. UK retail listings for the range include all major grocers such as Waitrose, Sainsbury’s, Tesco, Morrisons, Asda, the Co-op and Booths.

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Friels First Press Vintage Cider, which is sponsoring Record Store Day UK on Saturday 21^st April 2018, is launching a range of activity including an on-pack promotion, social media competitions and limited edition promotional cans.

Working with participating independent record shops and fellow Record Store Day sponsor, British turntable company Rega, Friels will be offering music and cider fans the chance to win a grand prize of a home vinyl package, including a Friels limited edition Rega turntable, Rega Brio Amp, Rega loudspeakers, £200 to spend in any participating record store and four cases of Friels.

The main promotion will run until the 30^th of June and the premium cider brand has created an eye-catching Record Store Day design for its 330ml cans, including details of the activity. The cans went in store from the middle of February.

There will also be five smaller monthly prize draws from February to June for the chance to win a limited edition turntable, £50 to spend in local record shops, or a limited edition FrieIs Record Store Day bag. Each of the monthly winners will also get a case of Friels First Press Vintage 330ml cans.

Additional competitions will run on social media in February and March, giving two winners £100 to spend in their local independent record shop, a case of Friels, a limited edition bag and a t-shirt. Furthermore, in April a social competition will give followers the chance to win the same grand prize offered on the promotional cans.

Record Store Day is the annual celebration of the culture of independent, bricks and mortar record stores. Friels is supporting this year’s event as the first ever Official Cider Partner. Over 230 shops take part in the UK as labels create hundreds of exclusive vinyl products to mark the occasion, from David Bowie, The Beatles and Elton John to Wiley, Kate Tempest and The Cribs.

Vinyl has been a core part of Record Store Day since its launch and the event has helped spearhead the UK vinyl revival. In 2008 there were just over 75,000 vinyl albums sold in the UK. Propelled by Record Store Day, sales reached 4.3- million in units in 2017, representing 19% by value of the physical albums market.

Glen Friel, founder of Cool Apple Ltd and creator of Friels First Press Vintage cider, says: “This promotion is a great way to support our partnership with Record Store Day UK. The prizes on offer are sure to wet the appetite of those that are passionate about the UK’s independent record shops. As an independent family business, we’re proud to be collaborating with Record Store Day to celebrate the culture of independent record shops. Our partnership provides a natural opportunity to raise awareness with the growing number of vinyl music enthusiasts and combine their love of pure music with pure cider refreshment.”

Friels First Press Vintage is the fastest growing craft cider brand in the UK and the leading craft cider in 330ml can format. It is made and supplied under licence by Aston Manor Cider. Every batch is fermented from 100% fresh pressed Red Falstaff, Katy and Windsor eating apples from Herefordshire and Worcestershire orchards and is produced without any artificial flavours, colourings or sweeteners.

Friels First Press Vintage celebrated a record haul of awards in 2017 with medals for product quality and innovative packaging design from World Cider Awards, Harpers Design Awards, International Cider Challenge and British Bottler Institute Awards. It is also available in mini-keg and 500ml bottle formats.

Aston Manor Cider is the UK’s largest independent cider maker. The company is 100% family owned with an ethos to deliver only the finest products. It is the only cider maker covering every occasion and every consumer with a portfolio of products spanning the breadth of the entire cider category. The products range from mainstream to premium ciders such as award-winning Knights and Friels First Press Vintage.

Record Store Day sees over 200 independent record shops all across the UK come together to celebrate their unique culture. Special vinyl releases are made exclusively for the day and many shops and cities host artist performances and events to mark the occasion. Thousands more shops celebrate the day around the globe in what has become the biggest record buying event on the music calendar.

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Swedish fruit cider brand Kopparberg has ended its UK summer experiential activation campaign in style, with a brand-new activation, ‘The Recycling Rig’, a giant machine which rewards consumers who recycle with great summer music.

The Recycling Rig, which made its first appearance in London parks and other hotspots over the late August Bank Holiday weekend, is the latest installment of Kopparberg’s ‘Fånga Dagen’ campaign.

Built from up-cycled materials including reclaimed wood, the three-metre-high Recycling Rig features a total of 30 music speakers and a resident DJ who plays music in return for empty bottles and cans.

The more rubbish handed in, the longer the music plays. In return for their empties, the truck will play remixes of popular classics and summer inspired hits.

Devised by agency 18 Feet & Rising, in partnership with GoodStuff, W Communications and Bigger, the two-week summer activity will be leveraged across multiple channels, including digital, experiential, PR and social media.

The Recycling Rig is the next evolution in Kopparberg’s ‘Fånga Dagen’ brand promise – ‘Fånga Dagen’ is the Swedish equivalent of ‘life is what you make it’. Capturing the pioneering spirit of being alive and ‘in the moment’, Kopparberg says it’s a feeling that is encapsulated within Kopparberg town and the independent brewery that still operates there today.

Rob Salvesen, Senior Marketing Manager at Kopparberg, commented: “We’ve launched the Recycling Rig because it captures that spirit of ‘Fånga Dagen’ – it’s encouraging us all to do our bit to keep our parks green, while having a great time too. It’s a mindset we live by in Kopparberg town and the reason why our brand was created 24 years ago.”

Will Thacker, Creative Director at 18 Feet and Rising, says, “While we are all experts at enjoying the weather, we’re usually much less gifted at cleaning up after a party. We wanted to raise awareness of this in an unsuspecting but entertaining way. As Kopparberg’s retained ATL agency we are constantly working together to find more dynamic and interesting ways to bring awareness of the brand to consumers, while doing good and sharing positive messages.”

Sam Drake, Managing Partner at Goodstuff, adds: “We are always looking to deliver campaigns that set Kopparberg apart from the category. A giant-size, music-playing, recycling machine does exactly that. Working in true agency collaboration alongside some leading social influencers we believe we have all the ingredients for a campaign that nails our Fånga Dagen philosophy. Skal.”

The Kopparberg Bryggeri (Kopparberg Brewery) is based in the small Swedish town of the same name, and was founded in 1882. The brewery is a family-owned independent company.

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Strongbow rounded off a summer of festival action with a huge live activation at Victorious Festival in Portsmouth over the weekend of August 26^th/27^th.

The iconic cider brand created a massive arena with a 10m high Strongbow Archer as the centrepiece. Surrounded by a DJ booth made from speakers, a bar made from a shipping container and up-cycled furniture made from crates and barrels, The Strongbow Yard was designed for fans to chill out in the day and dance by night.

Emma Sherwood-Smith, brand director for cider at Strongbow owner Heineken, says: “From years of festival experience, we know people want to create amazing memories with their mates. As the most eye-catching landmark on site, The Strongbow Yard is the best place to meet friends and relax with a refreshing pint, making the most of their time between bands. Curated by credible British DJs, the music sets the atmosphere, changing the tempo throughout the day. As the sun sets we step things up with an impressive music-synchronised fire display until the end of the night.”

In a new collaboration with Strongbow for Victorious Festival, Radio X also broadcast live from The Strongbow Yard with DJs including Johnny Vaughan and Gordon Smart, extending the reach of the festival beyond those attending.

The Victorious Festival activation concluded months of Strongbow campaign activity aimed at helping people get the most out of their festival experiences. In April, special promotional packs of Strongbow Original, Cloudy Apple and Dark Fruit ciders started rolling out in stores across the UK, directing people to enter the Strongbow Epic Entrance competition. Nine competition winners and their friends were then parachuted, paraded and power-boated into their chosen festival in style.

At Victorious Festival, the third and final festival in Strongbow’s integrated campaign, three Epic Entrances took place with competition winners be dressed in mermaid, Queen of Hearts and 1990s rave attire, with entourages ranging from sumo wrestlers to gold Strongbow men. All parties were chaperoned through the festival site ending at The Strongbow Yard to sample the brand.

Strongbow worked with Initials, a leading independent integrated agency, across both The Strongbow Yard and the Epic Entrance campaign.

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Swedish fruit cider brand Rekorderlig will be offering consumers across the UK the chance to immerse themselves in Scandinavian style, drink and culture this summer and feel ‘beautifully Swedish’ as it embarks on a 38-day ‘Lagom’ tour of the country.

Inspired by the cool, effortless Scandinavian lifestyle, Lagom is the theory that ‘just enough’ is the perfect amount of everything, and it’s the latest Scandi trend to hit the UK. The campaign, run by real world marketing agency Sense, will share the Lagom philosophy with visitors, while they enjoy the perfect accompaniment – the refreshingly balanced flavours of Rekorderlig.

Sophie Erskine, Brand Manager for Ciders at Molson Coors Brewing (UK), says: “Using a typically Swedish fusion of high-end design and modesty, we want to show people first hand that we’re refreshingly different and a brand you can rely on and trust. Guests to our range of experiences will also be invited to take a ‘Beautifully Swedish’ selfie and share it through their favourite social media channels. Plus, they’ll be introduced to ‘the perfect serve’ – tips on the best ways to enjoy Rekorderlig.”

The tour consists of four different types of activation. City centre sites, including London, Birmingham, Portsmouth, Brighton, Canterbury, Cardiff and Manchester, will feature a specially designed #StartTheSwedishWay Rekorderlig Swedish-style holiday hut van, while branded trikes will target a number of Tesco supermarkets and will also visit bars and pubs along the route. Finally, Rekorderlig brand ambassadors will also be visiting offices to deliver gift boxes including bottles of four of the flavours, plus a selection of fruit and ice to make the perfect refreshing summer drink.

Sense launched Rekorderlig’s experiential campaign in London in mid-June 2017, and it finishes in Glasgow at the end of July.

Sense is an award-winning marketing agency that specialises in helping brands do exciting things in the real world, to create authentic communications across the marketing spectrum. It manages campaigns from strategy to evaluation. It recently won the IPM Awards 2017 Grand Prix for its 2016 ‘Discomfort Future’ campaign for The Economist.

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Strongbow, the UK’s leading cider brand from Heineken, is giving drinkers a fright with its on-trade consumer activation ‘The Haunted’ this Halloween.

Worth more than £300m in sales in 2015, Halloween is now the second biggest night in the on-trade calendar after New Year’s Eve. In order to help publicans maximise this important occasion and drive growth in sales, 11,000 Strongbow POS kits featuring a guaranteed instant-win consumer competition are being distributed.

Strongbow’s ‘The Haunted’ is running in outlet from now until November 3^rd 2016, giving drinkers the chance to win a range of prizes, including a trip to Prague and haunted hotel breaks, through a peel-and-wet reveal card given with a pint of Strongbow.

New for this year, Strongbow is launching a dedicated consumer microsite for the competition, including a venue finder and code entry mechanism, alongside T&Cs and FAQs. There is also a dedicated trade area where publicans can find additional material to amplify the Halloween occasion, including pumpkin carving templates, pub quiz suggestions, Halloween playlists and digital assets to use on social channels.

As well as the prize cards and merchandise prizes, each POS kit also includes a variety of blood-curdling gadgets that publicans can use to activate the competition and attract people through the door over the Halloween period. Outlets will be able to fully embrace the Halloween spirit by displaying materials such as empty belly posters, a specially designed eye-catching back-bar card holder, and paranormal activity caution tape to add a spooky touch to the venue and immerse consumers in the Halloween atmosphere.

Andy Turner, Category & Trade Marketing Director On-Trade, Heineken, says: “We know how huge an opportunity Halloween is for pubs and bars and it’s definitely a key occasion for publicans to drive extra footfall and sales. It’s all about offering partygoers a fun place to spend their whole evening, and we think Strongbow’s ‘The Haunted’ adds an extra element for the consumer, driving repeat sales for licensees and keeping customers in their outlet for longer.”

In addition to being the UK’s leading cider and beer business, Heineken owns around 1,050 pubs through its Star Pubs & Bars business. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s and Bulmers, backed by a full range of niche and speciality brands.

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Strongbow – the UK’s number one cider brand – has launched a multi-million pound campaign as part of its exclusive sponsorship of Team GB ahead of Rio 2016, including an on-pack competition to win limited edition glasses.

The ‘Let’s Own It’ integrated campaign issues a rallying cry to the nation to get together and roar on Team GB this summer. The campaign will run across a range of media channels including TV, out of home, video on demand, radio, digital and social.

The new TV ad will run from July 14th and will kick off a six week campaign across the nation with a stirring 30-second spot that highlights the tension, excitement and elation of cheering on Team GB.

Out Of Home advertising will ignite the emotions of supporters, featuring the most captivating elements of the games; unity, tension and the thrill of being lost in the moment.

Strongbow’s British heritage and brand values of pride, unity and respect make it a perfect fit with the Team GB ethos. Whilst all eyes are on Rio, Strongbow is firmly positioning itself at the heart of the action with the fans in the UK.

Cindy Tervoort, marketing director at brand owners Heineken, said: “We want to bring back the excitement we all felt during London 2012 and rally the nation to get behind Team GB. The pride and enthusiasm we experienced as a nation in 2012 was incredibly special, and we anticipate that our campaign will help the nation feel it once again.”

This is the first campaign to run across all Strongbow variants which include Strongbow Original, Strongbow Dark Fruit and Strongbow Cloudy Apple. It is supported in-store with special Team GB packaging across the whole range as well as a chance for consumers to win limited edition Strongbow Cloudy Apple pint glasses.

The new TV commercial can be viewed on Strongbow UK’s YouTube channel.

Headquartered in Edinburgh, Heineken employs around 2,000 people. In addition to being Britain’s leading cider and beer business, the company owns around 1,100 pubs through its Star Pubs & Bars business. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s and Bulmers, plus backed by a full range of niche and specialty brands

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Cider brand Bulmers has amplified its Bulmers #LiveColourful LIVE campaign with a special one-off performance of a newly-commissioned grime-symphonic-soul track from grime legend Lethal Bizzle, Hollywood composer David Arnold and singer Sinead Harnett at One Mayfair earlier this week.

Lethal Bizzle is an award-winning rap star; David Arnold is a composer for film and TV who has worked on five Bond movies; and Sinead Harnett is a rising soul star.

The trio joined forces for a pioneering new project fusing their respective genres together to introduce music fans to something new – Bulmers’ #LiveColourful LIVE campaign encourages people to embrace the new and diverse.

Fans were able to register at the Bulmers’ website for the chance to win tickets to an exclusive performance of the new work on Tuesday October 13^th at London venue 1 Mayfair, with the track available as a free download on the same day.

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