Multinational Dutch brewer Heineken has announced the launching of a new cider brand exclusively for the Irish market
Developed by Heineken Ireland, Appleman’s is said to be haven specifically made to suit Irish consumer taste preferences and is described as “beautifully simple, perfectly balanced and effortlessly refreshing cider”. The company claims that the new cider is twice pressed “by fourth generation Cider Masters” and thus offers a taste that is “not too sweet and not too dry”.
Containing 4.5% abv and “celebrating the joy in simple”, Appleman’s cider will be available in 500ml cans, 568ml and 500ml bottles, as well as on draught for the on-trade.
Commenting on the launch, Heineken Ireland senior brand manager Emma-Jane McKeown said: “Irish people expect, and deserve, choice – they have it in wine and in beer – why not in cider? Globally, HEINEKEN is famous for producing some of the world’s most loved cider brands and we’ve applied this cider knowledge, passion and expertise to develop Appleman’s – a beautifully simple and balanced cider – it’s like summer in a glass!”
Heineken Ireland also announced that, as part of a sustainability initiative, the Appleman’s campaign will feature the world’s first fully recyclable outdoor advertising posters.