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Heineken eyes bite of craft cider market with new brand focused on artisan craftmanship

Heineken is hoping to take advantage of the appetite for craft, premium cider and has launched a new brand built around the heritage of it's producer Familie Stassen, which the brewer acquired in 2012.

Heineken approached design agency Bulletproof to create the brand identity, packaging design and brand visual identity for Cidrerie Stassen. The agency looked to Belgian Art Nouveau, which was gathering momentum at the same time as Léon Stassen founded the brewery in 1895 in Belgium, and designed a ribbon wrapped around the Stassen family apple tree.

The colours on the branding have been created to flex to differentiate the more premium tiered products in the range for the Cuvee Rosé and Cuvee Brut variants, while the date the company was founded and the names of the four generations of master brewers sit within the branding to reinforce the brand’s heritage.

Kasia Gebala, cider marketing manager at Heineken Internation said: “With the rising popularity of cider globally, we saw an opportunity to launch a premium cider brand made by one of the finest cider producers in the world, appealing to a discerning connoisseur looking for a truly authentic, quality craft beverage with real heritage."

Heineken follows the lead of Stella Artois after the brewer launched its premium cider, Cidre, in 2011.

In it's most recent responsible drinking campaign released last month, Heineken took a swerve in direction and focussed on women in a campaign that suggests females prefer men who drink less.