The Power of Two - Strongbow and Strongbow Dark Fruit Can Increase Rate of Sale by 44%

Stocking the UK’s #1 and #2 ciders can increase rate of sale by up to 44%, that’s an extra 62 pints per week[3]!

Strongbow Original is the UK’s best-selling cider and Strongbow Dark Fruit is the UK’s second best-selling cider[4] following its meteoric rise since its launch in 2013

Following the success of both brands in the UK on-trade, the brand will be launching a NEW Dual Font, which is shaped as the iconic Strongbow bow and pours both Strongbow Original and Strongbow Dark Fruit.

Together the two ciders account for 35% value and 39% volume share of the total market[5]

New independent data has shown that pubs and bars stocking Strongbow Original and Strongbow Dark Fruit alongside each other, will experience a rate of sale increase of a staggering 44% - the equivalent of selling an additional 62 pints a week[6].

The nation’s two favourite ciders account for 35% value and 39% volume of the total cider market and together drive the category[7].

On the back of this unparalleled success, Strongbow will be rolling out a new Dual Font, supporting the brand’s continued investment and expansion within the UK on-trade. With stand-alone fonts gaining 20% more consideration over the standard T-bar font, Strongbow’s Dual Font is creatively shaped as the iconic Strongbow bow and pours both Strongbow Original and Strongbow Dark Fruit. Gold and purple LED lights, colourways synonymous with Strongbow Original and Strongbow Dark Fruit respectively, illuminate the font and help it stand out from the crowd. The Strongbow Dual Font will be available to new customers from mid-August 2018.

Jerry Shedden, Category & Trade Marketing Director at Heineken, said: “It’s really simple – stock the UK’s two most famous ciders side-by-side and you will increase your sales and put more money in your tills.

“Strongbow Dark Fruit’s meteoric rise is all the more impressive given it was only launched five years ago. It signalled a step-change in the category, delivering 70% incremental volume to the cider category[8], helping to grow our customers’ businesses.

“It’s clear that there is a huge thirst for mainstream apple cider and draught fruit cider – so we urge outlets not to miss out on this golden opportunity.”

Daren Munt, Landlord of Hightown Pub in Liversedge, explains why he decided to dual-stock Strongbow; “Stocking the two best-selling ciders has delivered a huge surge in rate of sale for us. Since stocking Strongbow Dark Fruit on draught, I now sell on average of 264 pints per week. Strongbow Original has also increased from 88 pints a week to around 220 pints per week since introducing Strongbow Dark Fruit alongside it.

“Dual-stocking Strongbow Original and Strongbow Dark Fruit is a no-brainer- great profit margins, sells really easily, in high volumes to both men and women. Everyone is happy if you have both Strongbow Original and Strongbow Dark Fruit on draught.”

The cider category is back in growth and now accounts for 15% of the total wet trade across Britain (+2.8%)[9]. Draught cider is one of the key areas of growth for the on-trade channel – only gin and sparkling wine have added more value. Cider’s total on-trade value delivered, now sits at £1.86bn (+2.3%) with draught growing at (+7%), while also commanding more space in bars (+18% taps)[10].

[1] Compared to stocking Strongbow Dark Fruit and the next best-selling apple cider. Source: All data is based on CGA CSDI Data to April 2018 – QTR TY vs YA.

[2] Compared to stocking Strongbow Dark Fruit and the next best-selling apple cider. Source: All data is based on CGA CSDI Data to April 2018 – QTR TY vs YA.

[3] Compared to stocking Strongbow Dark Fruit and the next best-selling apple cider. Source: All data is based on CGA CSDI Data to April 2018 – QTR TY vs YA.

[4] Nielsen Scan Track and CGA OPMS Data to 16/06/2018 MAT TY

[5] CGA Nielsen Cider Value Share On-Trade MAT 24th March 2018

[6] CGA CSDI Data to April 2018 – QTR TY vs YA. Versus stocking the second best-selling apple cider alongside Strongbow Dark Fruit

[7] CGA Nielsen MSO Cider Value & Volume Share % 2018 PO5

[8] HUK SP&B Data 2017/Managed Multiple EPOS Data 2017

[9] CGA Nielsen - Beer and Cider Value Share MAT Total Trade March 2018

[10] CGA Strategy – 31/12/2017