Orchard Thieves Light boasts 33% less sugar than Orchard Thieves at just 28 calories per 100ml and an ABV of 4.5%.
Heineken Ireland launched Orchard Thieves last year and this brand extension will further invigorate the category and satisfy those looking for a lighter alternative during the warm weather, stated the company.
Orchard Thieves Light is available in pint bottle in the on-trade, priced in line with the current Orchard Thieves price point to sit alongside Orchard Thieves in fridges.
The launch is being supported with Through The Line support; Out of Home on 6-sheets across the country, social media support via Orchard Thieves facebook & twitter pages (which boast a following of over 20,000) and with sampling in 1,500 accounts nationwide. It’s also trialing a 15cl mini-can and the pint bottle directly to consumers.
To drive visibility Orchard Thieves Light has introduced vibrant POS and drip-mats to inform consumers at the Point of Purchase.
“Since launch in May 2015 Orchard Thieves has reinvigorated the cider category and is now the fastest-growing cider in the on-trade,” commented Michelle O’Rafferty, Senior Activations Manager for Heineken Ireland, on the light new variant, “Introducing Orchard Thieves Light is the natural next step for the brand, thieving the calories from Orchard Thieves but not the taste!”
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