Maximising Cider Sales at Halloween with Strongbow

This October, HEINEKEN UK is launching its frightfully fun marketing campaign for Strongbow, the UK’s number one Draught Cider brand at Halloween[1]. The ‘Spine-chilling Refreshment’ campaign will focus on Strongbow Dark Fruit, helping operators maximise category sales in the build up to spooky season.

Strongbow Original was the On-Trade’s largest Draught Cider in the weeks leading up to Halloween last year, and its Strongbow Dark Fruit variant sold the most from a flavoured perspective[2]. The ‘Spine-chilling Refreshment’ campaign aims to reaffirm consumers’ affinity with the brand, with multiple high-impact activations designed to maximise its visibility and drive footfall to pubs and bars in the coming weeks.

The brand is rolling out social media promotions, influencer partnerships, and D2C e-mail marketing campaigns with the ‘Spine-chilling Refreshment’ messaging, as well as a partnership with Greene King. Throughout October, the partnership will see Strongbow give away up to 10,000 free pints to Greene King customers – no tricks, just treats! Guests can scan the QR code in-venue or on social ads to receive an instant digital voucher, allowing them to cash in a free pint in participating Greene King sites.

Rachel Holms, Cider Brand Director at HEINEKEN UK, says: “Halloween fell on a Thursday last year, and we saw an uplift in sales of +47.6% vs the year before. With Halloween on a Friday this year, operators have a prime opportunity to drive sales, boost customer engagement, get involved and have fun - and our Spine-chilling Refreshment campaign will help them do just that. For us, it’s all about making the Strongbow brand show up where it has a right to play, adding tangible value to the On-Trade.”

Operators can find out more about how to maximise their Cider sales at Halloween by visiting HEINEKEN UK’s eazle^® Campaigns platform at https://www.campaigns.eazle.co.uk/.