By Gillian West

Heineken has furthered its long-standing relationship with St Luke’s expanding the account to include Old Mout Cider which is to launch in the UK as a rival to Kopparberg and Rekorderlig.

A £3m launch campaign will introduce the brand to the market with activity to include OOH, print and digital. The national launch on 5 May aims to raise awareness of the new brand amongst the fruit cider drinkers, a defined and growing market segment in the UK.

“Launching a well-loved brand from New Zealand gives Heineken a strong, differentiated presence in the fast- growing world cider sector,” said Michael Read full story ›

Source: The Drum