Scottish Courage is launching a premium cider under its Strongbow brand next month. Called Strongbow Sirrus, it represents an attempt to tackle the “headbanger” image of cider.
The launch, on August 22, will be supported by a &£5m advertising and marketing campaign aimed at 18- to 30-year-old males. Leo Burnett handles advertising for the brand.
Strongbow Sirrus will be a five per cent alcohol by volume cider, available in two different sized bottles – 275ml and 500ml. A spokeswoman says the bottles will retail at about the same price as premium lager. Sirrus will be sold in both the on- and off-trade.
Scottish Courage marketing manager for ciders Kirsten Ogilvie says: “The launch of Strongbow Sirrus gives us the opportunity to harness the strength of the Strongbow brand to a product development that meets customer demand whilst delivering a high-margin product to retailers.
“This offers a rare opportunity to attract new and lapsed drinkers to cider, particularly in the 18- to 24-year-old age group.”
The launch of Strongbow Sirrus follows the recent roll-out of rival Magners cider in the London area by food and drinks company C&C. Magners is reported to have a 24 per cent share of the cider market in Scotland after being on sale for just two years.