Old Mout Campaign Highlights "Kiwi Taste For Adventure"

Heineken, the UK's leading cider and beer business, is urging cider drinkers to 'Get the Kiwi taste for adventure' in a £3 million launch campaign for Old Mout, New Zealand's No 1 packaged cider brand.

The support, which launches on May 5, will embrace out of home (OOH) and print media while in-outlet visibility, sampling and digital marketing will drive trial and awareness amongst target consumers in the rapidly – emerging World Cider segment.

Michael Gillane, Brand Director for cider at Heineken said: "The campaign brings to life the quirky, playful spirit of the Kiwis through a series of creative executions, which link the exciting cider flavours of Passionfruit and Apple, Kiwi and Lime and Summer Berries with adventurous experiences associated with life in New Zealand."

Born in New Zealand's Moutere Valley in 1947, Old Mout comprises a 4% ABV range of three flavoured ciders, created to appeal to young adult drinkers with a playful sense of adventure and taste for discovery. Old Mout, New Zealand's leading packaged cider brand, is being introduced to the UK as part of Heineken's plans to grow value of the World Cider segment and drive sustainable category growth.