The world cider market is the fastest growing in the cider category

Heineken launched Old Mout in the UK in 2014, into a market that had been dominated by Swedish brands Rekorderlig and Kopperberg for the last 10 years

The latest results show Old Mout has grown by 30% year on year

Research shows Old Mout is seen as the most unique and original premium flavoured cider in the UK, the brand has managed to capture 5.8% penetration (up 26% vs LY)

We defined Old Mout’s Agenda Setting Idea as: the Kiwi taste for adventure

And developed a distinct brand personality that came to life across all touchpoints

And using precision marketing on online and outdoor, we targeted customers with bespoke relevant creative

This was also included in packaging which has the Kiwi taste for adventure at its heart