Heineken turns to St Luke's to introduce UK fruit cider drinkers to Old Mout with £3m campaign

Old Mout is a challenger for brands such as Kopparberg and Rekorderlig

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 Gillane, cider brand director at Heineken.

“The creative abilities that St Luke’s have consistently demonstrated in their work for Britain’s leading cider brand Strongbow show they are the right partner to bring Old Mout to life for UK drinkers.”

St Luke’s chief executive Neil Henderson added: “Old Mout brings a quirky, fun tone to the UK cider scene. We are channeling Kiwi at St Luke’s towers.”

St Luke’s has worked with Heineken on the Strongbow brand since 2005.

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