Bring on the flavours

Heineken poster

HEINEKEN UK has published its first-ever cider report, which includes insights into shopper preferences.

According to Heineken, consumers aged 18-34 make up over half of all cider drinkers, with 38% of this number looking for new and premium options from across the fruity beverage.

As such, Heineken has touted its Old Mout Cider brand as an innovative cider that makes use of more exotic flavours to match demand.

In addition to this, the report found that flavoured cider drinkers will rarely consider the price difference for premium brands, unlike traditional apple cider drinkers.

With this in mind, Heineken has said that flavoured cider will be key for trading up.

Stephen Watt, on-trade director at Heineken UK, said: “Cider continues to drive flavour innovation in the drinks market, showcasing the success of new products with the likes of Old Mout, which is driving forward premium flavoured packaged and draught sales in outlets. The opportunity for cider is to build on the already strong sales success seen over the last 12-24 months by trading consumers up into premium and flavoured segments.”