WILL CIDER BE THE APPLE OF HEINEKEN’S EYE?

Cider sales throughout the US have been on fire for the last year and bigger brewers are getting in on the action. Heineken USA added Strongbow cider to its portfolio beginning January 1, 2O13. Strongbow, the second largest cider brand in the US, is a crisp premium imported cider from the UK and the leading cider brand globally. For almost a decade, Heineken NV has partnered with the Vermont Hard Cider Company to distribute Strongbow in the US cider market, which grew 1O% in 2O1O and 2O% in 2O11. The company will finalize its distribution strategy and marketing plans in the coming months ahead of the January kickoff.