Heineken is setting its stall out for summer 2015 with the launch of two new products from two of its leading brands. Bulmers is capitalising on the 31% growth in flavoured cider with the launch of Bulmers Zesty Blood Orange flavour, while Desperados, which has helped define the growing ‘Spirit Beer’ segment, is launching a tequila flavoured beer with guarana and cachaça.
Craig Clarkson, Category & Trade Marketing Director at Heineken UK said that long term trends in cider are leaning towards sweeter drinks and accessibility. “There are some blurring lines with products such as Prosecco,” he said, adding that: “in the next few years it’ll reach a critical point of development. We must maintain innovation but have a broader reach.”
Bulmers Cider Zesty Blood Orange (569ml at 4% abv) is available in off-trade shelves from this month and is the latest flavour in the Bulmers #LiveColourful range.
Martin Porter, Managing Director-Off Trade at Heineken commented: “Bulmers Cider Zesty Blood Orange has already performed brilliantly in consumer taste tests and is in the top 10% of product concepts amongst the target audience. A great deal of thought and care has gone into developing this new flavour, to make sure it exceeds the high expectations that consumers now have for a Bulmers Cider. We are very confident it will deliver for our trade customers this year and beyond.”
In Desperados, Heineken has found itself with the fastest-growing beer brand for the third year running, and it’s now worth £40.9m. Desperados Red is aiming to drive further growth in the premium category with its South American roots and striking red colour, and will be launched with a multi-million pound through the line campaign. The 5.9% ABV Desperados Red will be available in 3x330ml bottles at an rrp of £6.85.
Martin Porter, added: “Desperados has led the way in establishing spirit beers in the UK, but consumer preferences are continually evolving, especially within the young adult age group. Now, more than ever, they expect exciting flavours and new ingredients from a brand they already love and trust.”