CHRISTMAS 2013 will be the second festive season for cider market leader Strongbow since its major brand makeover in summer last year and the first Christmas for its latest brand extension Dark Fruit.
Brand owner Heineken said its £28m brand transformation programme, which included new packaging and major marketing support has seen Strongbow increase its off-trade volume share by 3% year on year.
Quoting IRI and CGA research findings Heineken said Strongbow is now the ninth-biggest alcohol brand in the UK, with a 32% volume share of total cider and an 82% share of everyday cider.
Strongbow Dark Fruit is said to have achieved double its forecast sales. The firm added to the pack range introducing Strongbow Dark Fruit 568ml bottles in the off-trade in the summer.