By Ian Neubauer
Foster’s has launched a new range of alcohol-based apple ciders targeted at young adults who find RTDs too sweet or prefer beverages that are tastier than wine or beer at similar price points.
Strongbow Spark comes in two variants: Red Apple, a sweet easy drinking cider and Crisp Apple, which is slightly tangier.
Made from apples and pears, Strongbow Spark is also exempt from April’s 70 per cent tax hike on spirit-based RTDs and therefore appeals to a broad demographic.
“Cider has traditionally appealed to a unisex or male skewed audience. Strongbow Spark is the first cider to offer female consumers a product that appeals to their taste and style preferences,” said Foster’s marketing manager – cider, Bridie Commerford.
“Cider is experiencing an explosion in popularity, with extraordinary growth of 12 per cent. This presents a fantastic opportunity for retailers to grow their business by introducing new consumers into this fast growing category.”
Foster’s has launched a $2 million marketing campaign for Strongbow Spark targeted at 18-24 year-old non-cider drinkers.
It will feature merchandising sessions that will offer sampling opportunities at events and festivals along the east coast of Australia in 2009, in-store promotion via TorchMedia digital screens and on-pack promotions, as well as outdoor, print and TV media.
Strongbow Spark Red Apple and Crisp Apple are now available nationally with a RRP of $11.99 for a four-pack. It comes in a 330ml bottle, has an ABV of 5 per cent and will be ranged in or near RTDS and other ciders.