Marketing

Heineken Ireland launches Appleman’s cider

Appleman’s, the anticipated second cider from Heineken Ireland, has been launched into the on- and off-trade.

Developed by Heineken Ireland, the company behind the successful Orchard Thieves cider launched three years ago, Appleman’s will deliver more choice to Irish consumers in an otherwise limited cider landscape, claims the company which states, “Appleman’s is a beautifully simple, perfectly balanced cider and is being launched with an ambitious marketing plan by Heineken Ireland”. Heineken Ireland’s Emma Jane McKeown revealed that in a world first, Appleman’s outdoor advertising is fully recyclable.

“Traditionally, outdoor ads are printed on paper and discarded” she explained, “but we wanted to take inspiration from nature – making sure that paper goes back to benefit nature when it’s done its job. We’ve committed to recycling all of our outdoor posters by producing apple trays from them once they’ve finished their outdoor cycle. This is part of our wider commitment to seek balance in everything we do – from our marketing to our cider.”

“Irish people expect and deserve choice” says Emma-Jane, Senior Brand Manager of Appleman’s, “they have it in wine and in beer – why not in cider? Cider drinkers were starved of choice for years but now, with the launch of Appleman’s and the growing popularity of Orchard Thieves, Heineken Ireland is proud to be delivering real choice in cider. Globally, Heineken is famous for producing some of the world’s most loved cider brands and we’ve applied this cider knowledge, passion and expertise to develop Appleman’s – a beautifully simple and balanced cider – it’s like Summer in a glass!”

Twice pressed, by fourth generation Cider Masters, this new cider offers a true apple taste – not too sweet and not too dry, states the company. “Specifically developed for Irish people’s taste preferences and only available in Ireland, Appleman’s is crafted using a handful of the best apples to produce a perfectly-balanced, effortlessly refreshing cider.”

The launch of Appleman’s includes a major TV campaign developed by Irish agency Rothco.

With an ABV of 4.5% Appleman’s is available on draught and in 500ml can as well as 568ml and 500ml bottles in distinctive, bright, premium green and gold packaging, with simple, refreshing apple cues.

Find Appleman’s on facebook: ApplemansciderIE and join the conversation using #JoyInSimple

 

 

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