Heineken has this week unveiled a fresh new brand identity for Strongbow to coincide with the launch of a new addition to its growing portfolio of flavours.

In what the Dutch brewer is calling Strongbow’s ‘biggest and boldest redesign ever’, the aim will be to attract the next generation of cider drinkers to the market leader.

Waving goodbye to its historic gold and black palette, Strongbow cans will now come bedecked in a vibrant range of colours to communicate to customers the full extent of its various flavour offerings.

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“This is a huge milestone in the 63 years of Strongbow. It’s a new design that not only resonates and engages our loyal consumer base, but something that also appeals to new cider and Strongbow drinkers, and the start of a new chapter for us. And it’s only just the beginning,” Heineken UK cider brand director, Rachel Holms said.

“Setting the pace for what’s to come, we’re excited to show people what else we have in store for our summer of cider. “The launch of Strongbow Tropical Cider will further encourage new drinkers into the cider category, providing experimental consumers with an exciting new flavour to try whatever the occasion.”

The re-brand will mark the start of an extensive marketing campaign backed by a considerable £20 million spend kicking off this April.