Old Mout launch new Watermelon & lime flavour

Following the successful launch of Old Mout’s Pineapple & raspberry, which is now the second biggest selling premium flavoured cider in the On-Trade and worth £12M in the On-Trade [4], HEINEKEN UK is introducing its new Watermelon & lime variant.

Within the premium flavoured cider category – worth over £400M in the on trade, new flavour combinations are increasing in popularity, driven largely by a younger generation looking for exotic tastes.

New Old Mout Watermelon & lime taps into this demand, scoring highly in consumer taste tests, with 70% saying that they ‘would definitely buy’ the cider[5]. With a refreshing watermelon hit and zesty lime finish, Old Mout’s new flavour contains the same 4.0% ABV as its other variants and is made from natural flavours, is gluten free and vegan friendly too.

The new and refreshing blend capitalises on watermelon being the third most popular fruit globally[6] and is guaranteed to be a hit in 2021, offering operators and consumers alike a taste of summer in a bottle. What’s more, Old Mout Watermelon & lime will be the brand’s lowest sugar recipe to date.

Old Mout has been the fastest growing cider brand in the On-Trade over the last five years[7], continuing to grow despite COVID-19 and enforced closures[8].  Mindful of its impact on the planet – Old Mout has an ongoing partnership with the World Wildlife Fund (WWF) to protect half a million of acres of habitat around the world. Old Mout over indexes with 18-34-year-olds who prefer to buy brands that have a social and environmental commitment[9].

Supporting the launch is an extensive digital media plan on Facebook, Instagram, Snapchat and YouTube throughout the summer, as well as support for the trade with bespoke point-of-sale launch kits. To drive trial, the new variant is set to be poured at multiple festivals this year, including Isle of Wight Festival and Boardmasters, alongside a summer sampling campaign with Deliveroo.

“In 2019, our Old Mout Pineapple & raspberry launch was an outstanding success and we’re ready to do it all over again with the arrival of our new Watermelon & lime flavour,” says HEINEKEN UK Cider Marketing Director, Rachel Holms. “Enjoying a flavoured cider over ice in a pub garden will be a huge pull for customers returning to the On-Trade, so our latest innovation – with its  dynamic flavour combination and exceptional consumer taste test results – is the perfect option this summer.”

Sources