52|Retail News|May 2016|www.retailnews.ie
Summer Stocking: Beer & Cider Heineken Light standout is that it’s a great tasting light beer that is both low in calories and slightly lower in alcohol.” The launch will be supported by a large communications campaign and sampling activations will take place in pubs and off licences throughout the country in the coming weeks. Heineken also invites fans to ‘share a taste’ with friends, which can be done via HeinekenLight.ie. Orchard Thieves Light This summer, Orchard Thieves launches Orchard Thieves Light, a refreshing alternative for shoppers and new news for the cider category. The light extension will open up new occasions and recruit new shoppers for the brand and channel, as shoppers become more conscious of calorie intake without compromising on taste or quality. Orchard Thieves Light taps into this insight by being 33% lower in calories vs Orchard Thieves, whilst maintaining a great taste. Available in 500ml can and 660ml bottle in the off trade, it’s priced in line with Orchard Thieves and it’s recommended to sit alongside Orchard Thieves on and off shelf. Now available from your local wholesaler, the launch will be supported with a through-the line-plan for May, including outof-home on six sheets nationwide, social New Orchard Thieves Light is media and a takeover 33% lower in calories vs. Orchard of the Orchard Thieves Thieves, whilst maintaining a great website, denofthieves.ie. taste. To create awareness and trial for the launch, Orchard Thieves Light will be introducing disruptive visibility in-store, enticing shoppers to purchase the brand and calling out their core call to action, “We thieved the calories, not the taste”. To drive trial, Heineken Ireland will sample 24,000 shoppers via their unmanned sampling units in-store, which dispense a 15cl can of Orchard Thieves Light. Bulmers Forbidden Flavours If summertime and Bulmers are the best of friends, summertime and Bulmers Forbidden Flavours are a match made in heaven. These perfect drinks come in a choice of four fruity flavours, Cloudy Lemon, Strawberry & Lime, Juicy Pear and Berry Berry. These juicy gems are produced in Clonmel, Co. Tipperary, alongside all Bulmers variants and are already much-loved for their sense of naturalness and fruity authenticity. Bulmers Forbidden Flavours are bursting with refreshing fruity cider and have proven to be a big hit with
Bulmers Forbidden Flavours are bursting with refreshing fruity cider and have proven to be a big hit with those looking for a drink with a bit of an edge and a touch of natural sweetness.
those looking for a drink with a bit of an edge and a touch of natural sweetness. The Forbidden Flavours range was launched in 2015 for both the off and on trade markets in a 500ml, non-returnable bottle format. But, with research showing that across both convenience stores and the multiples, over 70% of consumers show a preference for the LAD in a can, it wasn’t long before Bulmers stepped up to the plate once again and its most recent innovation was the introduction of a 500ml can format for the off trade. According to Fiona Collins, Brand Manager at Bulmers, it was the obvious next step for the Clonmel brand in meeting consumer demand: “With four flavours and now two pack formats from which to choose, consumers will be spoiled for choice this summer and their only challenge will be deciding which Forbidden Flavours is their favourite.” Ireland’s twenty-somethings are a discerning lot. They know an original when they see one and Bulmers remains a firm favourite, with Bulmers Forbidden Flavours accounting for 42% of the growth in the flavoured cider category. Nothing says summer like Bulmers Forbidden Flavours, which will be taking centre stage at all of the country’s best festivals this year including Forbidden Fruit at the Royal Hospital Kilmainham, Body & Soul, Bulmers Live at Leopardstown and Metropolis at the RDS.