Heineken plots Euro launch for Strongbow

Strongbow%20beerHeineken is planning to launch Strongbow in Europe under a new name later this year. The move comes as the Dutch brewer begins to integrate the Scottish & Newcastle brands it acquired earlier this year into its portfolio.

It is not known what the brand name will be for the cider but it is understood the launch will be supported by a major marketing communications programme.

It is thought that St Luke’s, which handles advertising for Strongbow in the UK, has been appointed to develop a pan-European strategy.

Heineken and Danish brewer Carlsberg acquired S&N earlier this year as a joint venture. Heineken has pocketed the British brewer’s operations in most Western European markets, as well as the US and India. Carlsberg handles S&N’s business in France, Greece, China and Vietnam.

S&N acquired the Strongbow brand five years ago as part of a £278m takeover of Hereford-based brewer HP Bulmer. Since its acquisition, Strongbow has seen organic growth in both draught and can formats following huge investment in the brand.

To capture the soaring premium end of the market, S&N launched Strongbow Sirrus in 2005 summer, a sub-brand, which at 5% ABV (alcohol by volume) is slightly stronger than the 4.5% main brand.

Strongbow has been the market leader for some time but the category has been reinvigorated by the arrival of “over ice” ciders such as Magners. Strongbow sales increased 23% to £165.2m last year (AC Nielsen).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here