Strongbow Cider, a brand of Heineken USA, is readying for the 2013 holiday season by encouraging consumers to choose Strongbow to help elevate their celebrations. Retail and on-premise program elements, along with a digital overlay, are designed to foster consumer interest, drive shopper traffic and increase sales rate from September through December.
On-premise, Strongbow Ambassadors will be on hand in select accounts to engage patrons in Strongbow’s “Golden Hour” experiences. POS and merchandising materials will aim to build interest and encourage consumers to sample Strongbow’s signature cocktails including the Cranbow, the Bow & Arch and the Upshot. Participants will be invited to snap and tag photos on Instagram for the chance to win a “Golden Hour” party of their own, with a total of 13 parties, valued at $1,000 each, to be awarded during the 13-week program period.
At retail, custom-designed display and POS materials will decorate retail outlets and invite shoppers to “like” and “share” Strongbow with their friends on Facebook. Shoppers who participate will receive a $20 mail-in rebate offer on a purchase of $80 or more of groceries and two, 6-pack bottles or two, 4-pack cans of Strongbow Hard Cider. In addition, channel relevant IRC and MIR offers on the purchase of Strongbow and items that have a high cross-purchase index with Strongbow including Heineken and Heineken Light, wine, spirits and cheese, are available to drive secondary displays and incremental basket rings.
“Thanks to its crisp and refreshing taste, Strongbow Cider is a great alternative offering for the holiday season,” said Charles Van Es, senior director of Strongbow for Heineken USA. “Unlike many other beverage selections, Strongbow has strong appeal for both men and women. It brings the flavor of the season to life and adds a higher level of sophistication to any celebration whether gathering with friends at home or heading out on the town for an evening of fun.”
“Backed by a fivefold increase in marketing investment and 125 year history of quality and craftsmanship,” Van Es added, “Strongbow is taking a lead role in driving category growth in the U.S. and delivering higher profit margins to retailers and on-premise operators this holiday season.”
Heineken USA, a subsidiary of Heineken International BV, imports a variety of European brands into the U.S., including Heineken Lager, Heineken Light and Amstel Light.