Strongbow is introducing Strongbow Rosé to tap into the ongoing trend for pink and rosé drinks.  

The new 4% abv variant, which will roll out from March 2020, is made with red apples and it marks the brand’s first foray into the emerging Rosé Cider category.

Alongside this, the brand is getting a complete redesign across the portfolio on both primary and secondary packaging.

The newcomer contains no artificial sweeteners, flavours or colours and it has been launched in time for the key Spring and Summer seasons for cider. The launch will be supported by Strongbow’s biggest-ever campaign.

The full brand redesign for Strongbow aims to increase standout on shelf as well as ensuring a consistent look and feel across the range. As part of this, Cloudy Apple will move to a green design and Strongbow Original will change to a matt finish.

Rachel Holms, brand director for Heineken’s cider brands, said: “Strongbow Rosé is one of the highest scoring concepts in terms of taste and appeal that we have ever tested. A recipe set for success combined with the new packaging design, our rose cider will grow the category by appealing to a different shopper and is guaranteed to help retailers realise the full potential of their cider offering. We think it is going to be one of the biggest product launches of 2020.”

The new cider will be available in the off-trade in a 50cl bottle, a four-pack of 44cl cans and a 10-pack of 44cl cans.