Heineken is to strengthen its moderation range across its portfolio with a host of npd.
It is to launch Bulmers Cider Five Fruit Harvest and Indian Summer, both of which have an abv of 2.8%. Available from March, the 568ml bottles have a rrp of £2.19.
The Bulmers range will be supported by TV, outdoor and digital activity to drive awareness among target 18-34 year-old drinkers.
Heineken is also set to expand its Foster’s Radler range to include two new variants – 2% abv lime & ginger and a 0.0% abv version of the original Foster’s Radler, available from March. It has also developed a 440ml can for the range. Foster’s Radler will be supported by a £6m marketing spend in 2014.
The brand hopes to grow on the recent success of the moderation category which is currently worth £45m in value sales and is growing 62.4% year-on-year.
Heineken managing director of off trade Martin Porter said: “We believe the moderation segment could represent as much as 5% of total Cider and Beer volumes in the UK within 10 years.”
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