Made in Clonmel, County Tipperary, Outcider is only available in Ireland in the on-trade on draught with an ABV of 4.5% and in canned format in the off-trade.
“This new cider is going to appeal to a whole new audience that likes a certain sweetness to their drink and is looking for something new,” said Belinda Kelly, Marketing Director for Outcider, “It’s a brand for those who’re street-smart and who like to do things differently. They don’t mind standing out from the crowd and wear their uniqueness as a badge of honour. This attitude is reflected in Outcider’s artwork which has been designed by Dublin graffiti artist, James Earley. It’s totally ‘in your face’ and like nothing else out there.
“New brands have to connect with people like never before,” she continued, “Using street art brings the brand to life and allows us to create an even deeper connection with those who demand more from a brand. Tasting great is no longer enough for street-smart consumers, they want a brand that’s bang-on-the-money.”
Contemporary muralist and graffiti artist James Earley, best-known for his vivacious and expansive street work celebrating Irish heritage, stated that the Outcider design was inspired by the contrasting environments of Dublin’s Docklands – a landscape that blends man-made and natural elements.
“I always think that the Docklands area is Dublin’s outsider,” he explained, “They don’t chime with the rest of the capital’s landscape; they’re raw and real and that was all I needed as my starting point.”
Outcider is distinguished by its multi-coloured packing of blue, pink, yellow and red against a clean white backdrop.
“The colour palette was influenced by my family’s heritage in stained glass windows and my own art and graffiti background,” said James, “It’s a fusion of all three and I’m really happy with the result; it’s art on a can and that in itself is something quite awesome. However, I also had to consider how that art would translate across other incarnations such as bar fonts, POS, digital formats or at festivals and that added another interesting layer to the design process.”
Belinda Kelly added, “Whilst Bulmers is still number one, there’s plenty of opportunity for a new Irish cider of the same great quality but that offers a different taste experience. Product innovation has always been essential to the evolution of our cider portfolio. It helps keep the market alive and continuously brings something new to consumers such as lower calorie or fruit-flavoured ciders. Outcider has been launched in response to a generation that’s looking for something new – with attitude.”
It’s estimated that one in five adults in Ireland drinks cider, which represents 13% of the total alcohol market. Bulmers remains the number one cider in Ireland with an 86% share of the on-trade and 47% of the off-trade but over the last two years, rival brand Orchard Thieves from Heineken Ireland has eaten up 10.3% of the cider market with its sweeter cider version.
Outcider’s launch is being supported by a high-profile marketing campaign including radio, digital, out-of-home poster sites, social and digital media, public relations, Below-The-Line and experiential activations.