Strongbow Hard Ciders has announced its newest flavor, Rosé Apple, a semi-dry hard cider with a touch of red-fleshed apples.
Rosé Apple is 5% ABV, contains no artificial flavors or colors and is available this February in 6-packs of 11.2-oz. bottles and, for a limited time, 5.1-oz. mini-cans.
Strongbow will support the launch of Rosé Apple with limited-time-only spring and fall offers of 4-pack mini-cans to drive trial and awareness of the new flavor. During March and April 2017, Strongbow mini-cans drove the highest ROS of any item in the cider category, the company says, with 64% of mini-can buyers being new to the cider category.
The launch of Rosé Apple will also be supported with a full range of MIR and IRC offers, including co-purchase with Heineken and produce, and with Strongbow purchase only. A full visibility program at retail will be supported by new POS elements and Heineken and Strongbow co-displays.
A Mother’s Day display program in grocery stores will pair Rosé Apple with flowers to mark the special occasion.
Rosé Apple will replace Strongbow Orange Blossom in the 12-bottle Strongbow Variety Pack.