Bulmers is making its first entrance into the fast-growing flavoured alcoholic beverage (FAB) market with a drink called Strongbow Spice.
The drink – a mix of cider and various spices, including ginger, cinnamon and juniper – will compete with brands such as Bacardi Breezer and Smirnoff Ice rather than traditional ciders.
Strongbow Spice is the first cider mix to be launched into the FAB category and Bulmers will support the brand with a &£1m marketing blitz.
A trade press campaign created by Billington Cartmel breaks in September and will be followed by press and TV ads through Strongbow’s consumer advertising agency TBWA/London. Media buying for both campaigns will be handled by MindShare.
The drink will be sold in both bars and off-licences.
Bulmers marketing director John Eggleton says: “The Strongbow brand is one of the icons of the drinks market and Strongbow Spice is a natural and credible development that will excite consumers.”
A spokesman for the company adds that, depending on the success of Strongbow Spice, the company may launch a range of flavours in the future.
“It is all part of our innovation strategy. FAB is one of the fastest growing drinks categories and Strongbow is now a top-ten brand in the take-home market so we want to build on that success,” he says
Strongbow Spice will be sold in 275ml bottles and priced about &£2 in the on-trade sector.