Heineken has launched a cider brand called Inch’s aimed at bringing younger consumers into the category.
Called a “modern, refreshing cider”, it is also touted as sustainable with the 4.5% ABV drink made from British apples, which comes from a radius of 60 kilometers from the supplier’s production facility in Herefordshire. All waste from the apples is also converted into green energy.
Zoll will be available in 500 ml bottles (RSP £ 2) and 440 ml cans (RSP £ 5 / 4×440 ml).
The launch is supported by a multi-million pound marketing investment that includes TV, VoD and social media, as well as national samples.
“When someone creates something, loves what they do and cares enough to go a little further, you can taste the difference, and that’s what Inch’s is all about,” said Rachel Holms, Marketing Director at Heineken UK Cider.
“From sourcing to sustainability, we’re progressive cider makers who are committed to getting things right, to find a great tasting British cider that goes a little further to do the right thing. In doing so, Inch’s will add appeal and help attract younger shoppers to the cider category for additional sales for retailers. “