”Heineken is refusing to let America’s cider boom die. According to Heineken, the apparent end of the cider trend is just the defeat of cider brands that misunderstood what consumers wanted.
We’ve got a lot of brands that came in very quickly, with big distribution, big budgets, and obviously not every brand in the market is going to be a success,” says de Alejandra de Obeso Strongbow’s Brand Manager.
Heineken believes that the cider craze has just begun, as it plans UK-favorite Strongbow’s American takeover. “We are placing a big bet,” Ronald den Elzen, Heineken USA’s CEO, told Business Insider. “We are big believers in cider.” more