Heineken backs Old Mout launch with £3m campaign

01 May, 2014

Heineken is running a £3 million marketing campaign to back the launch of New Zealand cider Old Mout.

Outdoor and print ads will run alongside a sampling and digital marketing campaign.

Cider brand director Michael Gillane said: “The campaign brings to life the quirky, playful spirit of the Kiwis through a series of creative executions, which link the exciting cider flavours of Passionfruit & Apple, Kiwi & Lime and Summer Berries with adventurous experiences associated with life in New Zealand.”

Old Mout’s three flavours weigh in at 4% abv and are targeted at young adults. The brand is New Zealand’s top-selling packaged cider and its launch is part of Heineken’s plans to boost sales of world ciders.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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