HEINEKEN UK is set to reinvigorate the Premium Apple Cider category with the launch of new product innovation Inch’s Riversider™ on draught, into UK pubs and bars this Spring.
Since launching in 2021, Inch’s Apple Cider has emerged as the UK’s fastest-growing cider brand with a remarkable 4% growth in value over the previous year. The launch of Riversider™ is expected to bring more value into the category, particularly with younger drinkers, given 44% of Premium Apple Cider drinkers are under 34.
With demand rising for Premium Cider, Inch’s Riversider™ is positioned to help operators tap into this trend and drive sales by offering a Premium Apple Cider on draught that celebrates Inch’s Herefordshire roots, with the name being a nod to the River Wye.
Inch’s Riversider™ is lightly sparkling, slightly hazy, with an appley flavour and clean, balanced finish. At 4.7% ABV it is the first premium offering from the brand, Inch’s Riversider™ is well poised to drive further value into the category, supported with striking new glassware, tap handle and fount that’s sure to catch consumers’ eyes.
Rachel Holms, Cider Brand Director at HEINEKEN UK, comments: “We have seen Inch’s Apple Cider go from success to success in the on-trade, and the launch of Inch’s Riversider™ is set to meet significant demand for consumers with innovation in the Premium Apple Cider segment.
We continually evaluate our cider portfolio to find new ways to drive value into the category, and Inch’s Riversider™ offers a great new taste and striking look and feel – making this an attractive choice for operators, and a pint that is certain to bring more discerning drinkers across the country into the Cider category.”
The launch of Inch’s Riversider™ follows further innovation from the brand earlier this month with the introduction of the UK’s first dealcoholised cider, Inch’s 0.0, available across the on-trade in 440ml cans from March and Inch’s Cloudy into the off-trade from February.
HEINEKEN UK is supporting operators to launch Inch’s Riversider™ with the roll out of premium point of sale kits, while also supporting the brand more widely with a nationwide ATL campaign – including TV, social media, digital and OOH activations, running from April to September. Its ‘The Really Good Cider’ campaign will highlight the brand’s really apple-y and delicious taste and sustainability commitments, making it unmissable for UK consumers this summer.
