FIRST EVER ATL CAMPAIGN FOR SYMONDS FOUNDERS RESERVE CIDER TELLS CONSUMERS WHY IT IS MORE THAN YOUR USUAL PINT

12th June 2015

Symonds Founder’s Reserve Cider is launching its first ever above the line marketing campaign as part of a £2m push to show consumers why it’s more than your usual cider.

For the first time, the HEINEKEN-owned brand, will be advertised out of home, in national press and online to drive the ‘more than your usual’ message to consumers.

Through eye-catching, hand-drawn illustrations, the campaign demonstrates that deeper exeriences are more interesting and memorable. Symonds Founders Reserve Cider will also host a series of foodie masterclasses which will bring the spirit of ‘more than your usual’ to life.  The unique experiences will then amplified via social media.

With 300 years of cider making expertise and heritage, the new campaign will appeal to consumers seeking a premium pint – its distinctive, crisp taste is more than your usual cider.

Emma Sherwood-Smith, cider brand director at HEINEKEN, says: “This is an exciting campaign for Symonds as it’s the first ever above the line consumer campaign.  We will deepen consumers’ understanding of this fantastic cider which is made from 100% British apples at our cider makers in Hereford. 

“With the current success of niche cider on draught and the premium price point that Symonds Founder’s Reserve commands, this presents an excellent profit opportunity for operators.”

Nearly 60% of adults now drink cider[1] and the value of cider sales is expected to rise to £3.7bn in the UK by 2019[2]. Niche cider now commands a 17.8% share of the draught cider category[3], as consumers look to increase their cider repertoire.

HEINEKEN will also be investing to support operators to help drive sales of Symonds Founder’s Reserve Cider at the moment of decision with premium point-of-sales kits, including new glassware, garden umbrellas and quality A-boards.

Symonds Founder’s Reserve is 4.5% ABV and should always be served in a chalice glass.

 

-ENDS-

 

For further press information, please contact:

Heineken team at Publicasity on 020 3680 6500 / heineken@publicasity.co.uk

 

Notes to Editors

About HEINEKEN in the UK

Headquartered in Edinburgh, we employ around 2,000 people. As well as being a brewer and cider maker, we own around 1,100 pubs through our Star Pubs & Bars business. We are passionate about our cider and beer brands and the services that we offer to our customers, working with them to grow together. As a company, we continue to invest in innovation and were recently named Cannes Lions Creative Marketer of the Year. Our unrivalled portfolio of brands includes Foster's, Heineken®, Strongbow, Kronenbourg 1664, John Smith's and Bulmers together with a full range of niche and speciality ciders and beers.

[1] Mintel – Cider Report – January 2015 – 12 months to October 2014

[2] Mintel – Cider Report – January 2015 

[3] CGA MAT to 21st February 2015