Strongbow Sirrus targets UK lager drinkers
Scottish & Newcastle announced that will launching a new cider through its UK unit Scottish Courage. The company said that Strongbow Sirrus, a 5% ABV, triple-filtered packaged cider, will be available in the on- and off-premise accounts where in 275ml and 500ml bottles.
The company said the cider will be primarily targeted at the core audience of 18-30 year old males, the same group that has driven Britain’s lager consumption. That’s a far cry from the current cider demographics here in the US, which tends to be more of the craft beer drinker profile.
Kirsten Ogilvie, marketing manager for the companies ciders said: “Spearheaded by our flagship cider brand Strongbow, we operate a powerful portfolio of cider brands that has contributed to a market which continues to grow share and value. The launch will be supported with a significant level of marketing investment to help the brand realize its full potential.
S&N currently controls two-thirds of the growing UK cider market after its purchase of Bulmers in July 2003.