She says: “The question is, if Dark Fruit continues on this trajectory there could be a time when it will be bigger than Strongbow original and that will present a whole new set of challenge which we’ll then have to deal with.”, For now the brand is feeling pretty smug about the anniversary and its success: “If we could bottle what we did with Dark Fruit we could probably sell it on to marketers around the world.”. Today, Strongbow proudly announced the impending launch of the fragrance Dark Fruit fans have been waiting for: Fruit Noir by Strongbow. Gluten is removed during the brewing process - each batch is tested to below 20ppm. Tom Fishburne is founder of Marketoon Studios. From ice-cream flavours to themed cakes and even tattoos, people in their hundreds of thousands display their passion for the purple pint in a myriad of ways. The only mistake Sherwood-Smith believes the business made was not introducing more pack formats earlier; the Strongbow Dark Fruits keg was launched last year, for example. STRONGBOW Dark Fruit Cider CASE 24 x 440ml Can 4%abv $ 47.44. inc. 20% sales tax. Our website uses cookies to improve your user experience. To the office, to the gym, on public transport, at home in their pyjamas. It launched Strongbow Dark Fruits in 10 pubs within its own estate and since then 270 million pints of Dark Fruit have been poured, according to CGA data commissioned by Heineken. It is not known what the brand name will be for the cider but it is understood […]. Dry finish that is slightly gritty in the mouth. Marketing Week reviews the latest books and blogs for marketers. In 2013 the cider category was booming. Carbonation: Medium, semi-streaming bubbles. More Dry – Shiny Pinot Noir The success and speed at which it grew penetration and distribution completely took us by surprise so we are now in 26,000 pubs in the UK bearing in mind we started with 10.”. “Always with brands, if you want to achieve scale mass media remains an important part of the marketing mix”, she says. Fuelled by sunny weather and the urge for a sweeter, more drinkable summer beverage, consumers couldn’t get enough of bottled fruit cider. The scent is set to be the must-have fragrance for Strongbow Dark Fruit fans this year. Refreshing and crisp apple cider combined with a blend of blackcurrant and blackberry flavours. Emma Sherwood-Smith, cider marketing director at Heineken. Delivers Strongbow's signature cut-through refreshment with a dark edge. Finally Heineken allowed Strongbow to test it out in 2014. The brand did struggle initially to drum up interest from on-trade. “When the competition zigs you zag and it was really juxtaposed to all the traditional summer blue sky images of cider at the time… [we had to be] true to the infrastructure of Strongbow and not be tempted to make it feminine.”. This site uses Akismet to reduce spam. The move comes as the Dutch brewer begins to integrate the Scottish & Newcastle brands it acquired earlier this year into its portfolio. Today, Strongbow proudly announced the impending launch of the fragrance Dark Fruit fans have been waiting for: Fruit Noir by Strongbow. Sampled August 2017, Size(s) available: 440mL (can) It was quite tricky in getting that balance right in the early days,” Sherwood-Smith explains. BEST SERVED OVER ICE. Style Cider Volume 2 Litres ABV Dry – 3.5 A thirst-quenching favourite at only 4% ABV. Brands CMO on why cultural relevance beats global consistency. Since its launch in 2013, Strongbow Dark Fruit has become the second best-selling draught cider in the UK, behind Strongbow Original but Sherwood-Smith believes there will be a day that the fruit variant will overtake its parent brand. “How do you bring people into the mainstream and if you are going to do a flavour how do you do it in a way that is true to what’s at the core – no pun intended – of Strongbow, which is masculine and refreshing?”.