Strongbow introduces new brand identity

Heineken UK has introduced a redesigned brand logo for Strongbow in a bid to create more cut through in the increasingly competitive cider market.

strongbow

The new brand identity, developed by design agency Bulletproof, will appear on all Strongbow packaging from today (12 June).

Lucy Harman, Strongbow brand manager at Heineken UK, says: “[The] new iconic brand marque and distinctive design elements that will help widen Strongbow’s consumer appeal and reinforce the brand’s position as market leader. The brand icon is modern and dynamic whilst retaining a link with the past, reflecting the brand’s strong, masculine image.”

Strongbow owner Heineken bought Belgian cider maker Stassen last week, in a move that signals its intention to grow its cider business to exploit the growth in the market.

UK cider sales increased from £1.7bn to £2.4bn between 2006 and 2011, according to Mintel figures and it is the only major alcohol category that has grown its user base in the past five years.

Rival AB InBev launched its first cider product Cidre under the Stella brand last year and followed it with the launch of a pear variant last month. Cidre is now second only to Magners in premium cider retail sales, according to Nielsen.

Kopparberg and Magners have ramped up their marketing activity in the run up to the summer and Gaymers has introduced new flavours and packaging.

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