Old Mout’s best-seller now available on draught
Old Mout’s Pineapple & Raspberry flavour, the number one exotic premium flavoured cider in the market[1], has been launched in draught format.
After the debut of Old Mout Berries & Cherries on draught (which has since delivered £12,000 per tap[2]), the new offering is part of the brand’s aim to continue to driving growth across flavoured draught cider.
Draught cider 70% of value sales within cider[3], with premium flavoured draught cider showing growth of 65%[4]. What’s more, recent research also shows that 54% of consumers prefer draught cider[5].
Rachel Holms, Cider Brands Director at HEINEKEN UK said: “By making Old Mout Pineapple & Raspberry Cider available on draught, as well as bottles, we are broadening the accessibility of the hugely popular flavour. With 38% of Gen Z and Y cider drinkers looking for new and premium flavoured options[6], the new launch will appeal to younger drinkers looking for different flavours on draught.
“Premium flavoured cider is also the second biggest cider segment (after mainstream apple) and accounts for 25% of category value[7]. Operators who are tapping into the younger drinker’s adventurous mindset by energising their cider offering with premium, exotic flavours, set themselves up to win additional sales.”
[1] CGA Strategy Value RoS MAT – June 22; 2 CGA Strategy Value RoS MAT – June 22; 3CGA Strategy, MAT 16/07/2022; 4CGA Value sales L12 wks vs YA 28/1/23; 5CGA Strategy, MAT 16/07/2022; 6CGA BrandTrack February 2022, Sample Size: 760; 7CGA BrandTrack February 2022, Sample Size: 760
