The new cider offering is designed to acquire a slice of Ireland’s cider market, valued at €360 million and the Cork-based company will be investing €20 million in its new cider brand over the next five years.
The precise details remain under wraps at the moment, but May 1st will see the start of a heavily-supported advertising and marketing drive.
“For the past few years the cider category has been in growth across many channels,” commented Heineken Ireland’s Marketing Director Sharon Walsh, “At Heineken Ireland we believe that we can re-shape the category dynamics by developing and investing in it. Innovation is at the heard of Heineken Ireland’s DNA and our ambitious, carefully-considered entry to the cider market demonstrates our commitment to delivering another exciting, premium drinks brand to the Irish marketplace.”
Fiona Curtin, Senior Innovation Manager at Heineken Ireland, added, “Our new cider brand has been under development for over three years. We’ve undertaken major research into the category from a branding and taste perspective and we know that Irish cider drinkers are looking for an alternative. Now, as we prepare for this major launch, we’re very confident that what we’ve produced is very compelling”.