Heineken Ireland launches new Appleman’s Cider
New cider specifically developed to suit Irish people’s taste preferences, supported by an innovative marketing campaign centered on celebrating 'The Joy in Simple'
Print25 April 2018
A brand new cider, Appleman’s, has arrived. Developed by Heineken Ireland, the company behind the successful Orchard Thieves cider launched three years ago, Appleman’s will deliver more choice to Irish consumers.
Described by Heineken Ireland as “a beautifully simple, perfectly balanced cider”, Appleman’s is being launched with an ambitious marketing plan which includes a world first; outdoor advertising posters that are fully recyclable.
Providing choice
With the arrival of greater choice within the beer and wine categories, cider was left lagging behind in terms of the choice available to consumers, says Emma-Jane McKeown, senior brand manager of Appleman’s, Heineken Ireland.
“Irish people expect, and deserve, choice,” she says. “They have it in wine and in beer – why not in cider? Cider drinkers were starved of choice for years but now, with the launch of Appleman’s and the growing popularity of Orchard Thieves, Heineken Ireland is proud to be delivering real choice 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.”
Twice pressed, by fourth generation cider masters, the new cider is described as offering a true apple taste – not too sweet and not too dry. Only available in Ireland, it has been specifically developed for Irish people’s taste preferences.
Appleman’s celebrates ‘The Joy In Simple’ and the brand is rooted in those simple, social occasions that offer the perfect balance of good friends, great conversation and great-tasting cider.
Fully recyclable outdoor advertising
The launch of Appleman’s includes a major TV campaign which was developed by Irish agency Rothco. McKeown explains more about why the brand decided to deliver a world first in making the brand’s outdoor advertising fully recyclable.
“Traditionally, outdoor ads are printed on paper and discarded,” she says, “but we wanted to take inspiration from nature – making sure that paper goes back to benefit nature when it’s done its job. We’ve committed to recycling all of our outdoor posters by producing apple trays from them once they’ve finished their outdoor cycle.”
Appleman’s has an ABV of 4.5% and is available on draught, in 500ml cans and 568ml and 500ml bottles. For more information, check out www.applemanscider.ie Find Appleman’s on Facebook: ApplemansciderIE and join the conversation using #JoyInSimple
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