• Strongbow, the UK’s number 1 leading cider, has announced its first ultra-low alcohol variant, Strongbow Dark Fruit 0.5% 
  • At only 0.5% ABV, the new variant boasts no artificial  colours, flavours or sweetners and contains just 73 calories per bottle 
  • Available from March 2020, Strongbow Dark Fruit 0.5% will be available in a 4x330ml pack

Strongbow, the number 1 brand in the cider category, has unveiled its first ultra-low alcohol variant, Strongbow Dark Fruit 0.5%. Capitalising on the growing consumer demand for low and no alcohol drinks, the new offering provides drinkers with the opportunity to enjoy the refreshing and fruity flavour of Strongbow Dark Fruit without the alcohol.

At only 0.5% ABV and boasting absolutely no artificial  colours, flavours or sweeteners, Strongbow Dark Fruit 0.5% is blended the same as its higher ABV variants, promising the same great taste that consumers know and love. What’s more, the brand new ultra-low alcohol cider is totally vegan and contains just 73 calories per bottle.

With the Low & No Alcohol Beer & Cider category currently experiencing +24% growth[1], Strongbow Dark Fruit 0.5% presents a huge opportunity to grow sales further. Research shows that there is a huge opportunity for the off-trade across the No and Low Alcohol category, as people continue to try to cut back their alcohol intake. One third of 18-24 year olds are teetotal[2] and as a result of this, the Low & No Alcohol Cider category is an area that has truly boomed in the last year, experiencing huge growth (+25%[3]), and driving value through HEINEKEN UK’s Live Better driver.

Cider share in the beer and cider Low & No Alcohol category is currently underrepresented at 15.8% vs cider share in the alcoholic beer and cider segment at 18.4%[4]. In 2020 Strongbow Dark Fruit 0.5% will give the Cider Low & No Alcohol category the representation it deserves in Low & No by bringing a new appeal to the segment.

Strongbow Dark Fruit has recruited a monumental following, particularly within the millennial generation. With an unrivalled, loyal fan base, Strongbow Dark Fruit is the second biggest cider line extension in the UK behind Strongbow Original, and the launch of a 0.5% variant will only help contribute to this success and appeal to new consumers

Rachel Holms, marketing director for Strongbow says: “Thousands of loyal Strongbow Dark Fruit fans will be rejoicing at this news — it’s a game changer for low and no alcohol.  People can now stick to their New Year’s resolutions and still enjoy the taste sensation of the nation’s favourite flavoured cider.”

Strongbow Dark Fruit 0.5% will be available in a 4x330ml pack and will be launched nationally from March 2020.

[1] Nielsen, Total Coverage, MAT Sales Value, Data to 28.12.2019

[2] University College London 2019

[3] Nielsen, Total Coverage, MAT Sales Value, Data to 28.12.2019

[4] Nielsen, Total Coverage, MAT Sales Value, Data to 28.12.2019

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