Heineken launches Cider Direct to help licensees hone cider sales

Imbibe Editorial

Imbibe Editorial

08 August 2018

Heineken has launched Cider Direct, a free online hub to help pub venues increase their cider sales and revenue with advice and tailored items during seasonal events.

Cider Direct is targeted towards smaller businesses,  providing access to promotional material such as posters, flyers and leaflets separated into three groups: sports events, drink-led events and food-led events.

Businesses will be able to purchase customised printed menus, tent cards, and loyalty cards from templates, and . materials are provided for pubs to offer such deals as cider buckets, with prices set by owners

On top of the printed materials, Cider Direct also provides social media assets in the form of promotional pictures for Facebook and Instagram to help advertise events. Unsurprisingly, these images currently all feature Bulmers, one of Heineken’s cider brands… and we’re sure that Old Mout social media imagery will make an appearance on the site at some point too.

Professional advice is also provided in downloadable guides,  giving businesses information on how best to promote events, Pricing, additional promotional ideas and cider tasting notes are also available to help gain more cider sales.

According to Heineken, 28% of UK adults are drinking cider in the on-trade. By giving licensees the opportunity to get premium advice they expect many businesses to go from 'good to great’.

With cider sales of mass-market brands down in favour of fruit and craft ciders, and all the issues this entails, this may be a smart move to try and help boost sales.

Those looking for further tips on selling cider may also want to read our interview with Matthew Langley following the Westons Cider Report 2018.

Licensees can visit Cider Direct’s website to register and find out more.

Related content

News |  Beer & Cider

Heineken expands cider portfolio

Heineken is expanding its cider offering with two artisanal apple ciders under the Bulmers brand.Bulmers Orchard Pioneers is a collaboration with two


Heineken to keep SIBA Beerflex scheme for Punch licensees

Heineken has confirmed it is to continue to work with SIBA (Society of Independent Brewers) to give Punch licensees access to beers from smaller brewe

News |  Beer & Cider

Old Mout launches booze-free cider

Booze-free beer has become commonplace in pubs and shops as the demand for no- and low-alcohol drinks continues to skyrocket, but the booming craft ci

News |  Beer & Cider

No tractors allowed: The new face of cider

Forget the image of the straw-munching yokel.