Launching this week, Orchard Pioneers has unveiled a new way of drinking apple cider – straight from the bottle.
In collaboration with Bulmers, Orchard Pioneers is revolutionising consumers’ enjoyment and perception of apple cider by encouraging consumption straight from the bottle – a pioneering shake-up of the category since the introduction of cider ‘over-ice’ more than a decade ago.
Opening up a wealth of drinking occasions, the new contemporary-designed 330ml bottles offer consumers a smaller, easy-drinking format and a convenient way of consuming cider, without the need to pour into a glass with ice.
Emma Sherwood-Smith, Cider Marketing Director, comments: “We’ve been used to drinking cider in an over-ice serve for a decade, but, since then, there’s been no indication that the apple cider category has evolved. There is nothing quite like an over-ice cider in a back garden on a summer’s day, but some consumers are also telling us that sometimes the large bottles can be too much. What’s more, we know that apple cider can feel a little old fashioned, which is why drinkers have started to seek out other categories where there is more variety and excitement.
“So, to change the game, we have revolutionised the design and format to re-engage apple cider drinkers and suit growing occasions, bringing a fresh take on taste, Red Apple and Green Apple, in new easy drinking bottles. The flavour descriptor plays an important role in communicating what to expect from the taste and the nature of the apples used in a way that can easily be understood by our drinkers”.
Co-created by passionate British apple cider growers, Orchard Pioneers is available in Green Apple and Red Apple Cider variants – offering bitter sweetness and crunchy sweetness respectively. Its fresh taste, delivered straight from the bottle at 5% ABV, is rooted in the provenance of apples grown and picked in Herefordshire.
For customers interested in stocking Orchard Pioneers, please contact your HEINEKEN sales representative for more information.
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