HEINEKEN UK launches new ‘Spine-chilling Refreshment’ Halloween campaign for Strongbow

HEINEKEN UK is launching a new seasonal marketing campaign for Strongbow, the UK’s number one Cider brand at Halloween^[1]. Launching from October 2025, the ‘Spine-chilling Refreshment’ campaign will focus on Strongbow Dark Fruit, helping retailers maximise Cider sales in the build up to spooky season.

While Cider sales peak during the summer months, the category performs well all-year-round – and Halloween is the biggest trading week during the autumn season^[2]. Strongbow, through its long-standing association with the occasion, significantly over-indexes in the weeks leading up to 31^st October^[3], claiming a category-leading share – with £1 in every £5 spent on Cider over Halloween being spent on Strongbow, more than any other brand in the category^[4].

The ‘Spine-chilling Refreshment’ campaign aims to help retailers maximise sales by supercharging consumers’ affinity with the brand through significant marketing investment. Strongbow Dark Fruit will be unmissable in the lead up to Halloween – with social media promotion, influencer partnerships, and sampling activations which specifically target university campuses, driving footfall into local stores.

Rachel Holms, Cider Brand Director at HEINEKEN UK, comments: “Halloween is a fantastic event for retailers and wholesalers to get involved and have fun with, as adults up and down the country look to celebrate, dress up and socialise with friends and family. We’re excited to be launching our Spine-chilling Refreshment campaign to help them maximise the Cider opportunity over this period, showing up where the brand has the right to play and adding value.”

The ‘Spine-chilling Refreshment’ campaign’s launch marks the continuation of the Strongbow brand’s evolution, following its 2023 rebrand. Over the past two years, new eye-catching cans have attracted a new generation to the much loved and trusted brand. It has continued to invest in activations around key cultural moments – including festivals and Pride – and this latest campaign will further position Strongbow as the go to choice for cider around Halloween.

HEINEKEN UK will also launch an exclusive Strongbow Dark Fruit 10- pack giveaway in Tesco, with a branded Halloween sleeve and on pack promotion. Giving shoppers the chance to win a bundle for a spooky night in, including projectors, Tesco gift cards, Netflix gift cards and popcorn machines.