Heineken adds to Old Mout range and revamps Maltsmiths

10 April, 2018

Heineken has introduced a new Old Mout Alcohol free cider alongside a redesign of its Maltsmiths cans and bottles.

The New Zealand-born cider, Old Mout, now has its first alcohol-free variant in response to growing demand from consumers for more no and low alcohol drinks. The newcomer will launch as a 50cl Berries & Cherries variant, and it is available to the off-trade now.

Emma Sherwood-Smith, cider director at Heineken, said: “Old Mout is a real success story. Drinkers love it and its unique proposition means it has got huge stand out. Our quirky kiwi will now be adorning an alcohol free version, which means for the fifty per cent of us who are looking to moderate our alcohol intake, there is a much-loved, expertly crafted alcohol free cider to enjoy.”

Maltsmiths, which was created to bridge the gap between premium lager and craft, has been given a new look to help encourage ‘craft curious’ consumers to trade up.

The new look will be introduced across six packs of 33cl cans and 66cl bottles of Maltsmiths Lager in the off-trade.

Sam Fielding, brand director at Heineken, said: “Our Maltsmiths are following their passions and creating crisp, full-flavoured beers they want to drink. The new design perfectly showcases their passion for brewing and beyond, while creating stand-out on the bar and in the fridge. Maltsmiths is the perfect gateway into craft beer – the beers are created for curious drinkers that love lager, but want an experience and a taste that’s a little bit different. The new branding reflects this positioning, and offers a point of difference – ultimately driving strong sales for retailers as people trade up.” 




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