Cheap and cheerful Strongbow cider
Why would Heineken sell their Strongbow cider in 2 litre plastic bottles? Is this a desperate measure to maintain volumes of one of the UK’s most popular cider brands, or is it just me failing to see the logic of this? While it’s not as bad as selling beer in large plastic bottles, Heineken’s move certainly carries the risk of downmarketing the brand’s image. What is more, have they forgotten that there is some stigma attached to drinking cider out of plastic bottles (remember youngsters at the park getting drunk on the stuff)?
This is not the first time Heineken have tinkered with the brand, which fell into their lap when they bought the UK’s brewer Scottish & Newcastle in 2008. Already last year, they lowered Strongbow’s alcohol content from 5.3 percent ABV to 5.0 percent ABV.
At the time, they argued that this was a conscientious move to protect consumers from themselves, as any alcoholic product with more than 5 percent ABV was beyond the threshold level for many drinkers who want to stay in control.
However, consumers were not convinced. Many commented that the product’s quality has suffered because of the lower alcohol content.
At least, Heineken must be making a nice profit from Strongbow because the reduction in alcohol was widely regarded as a blatant move to save on alcohol duty.
Despite the cheap and cheerful plastic packaging, it seems that so far Heineken are keeping the price of this product up.
A recent supermarket survey revealed that Strongbow is not yet the cheapest cider brand in the UK. This title must go to Tesco’s Value cider 4.2 percent ABV which costs GBP 1.35 for 2 litres (GBP 0.68 per litre). For Strongbow in a PET bottle (2 litres), the lowest price shoppers can find is GBP 3.29 (GBP 1.65 per litre).
Cider has been a star performer in the UK alcoholic drinks market, achieving steady growth despite tough economic conditions. According to CGA Strategy figures, the on-trade cider category has grown 39 percent over the past five years in value and has moved on from the “over ice” era launched by Magners cider and started to capitalise on the trends of premiumisation, provenance and authenticity.
Cider in plastic bottles may be lots of things to lots of consumers, but premium it ain’t.
