As the world’s leading cider brand, Strongbow entered Vietnam as a category disruptor, appealing to young consumers who found beer too bitter. But despite early momentum, the brand’s growth slowed in a market dominated by beer and shifting rapidly toward lighter, more mindful drinks. With cider still misunderstood and perceived as overly sweet or heavy, Strongbow needed to reinvent itself to remain relevant. The task: reimagine the brand for a new generation of Vietnamese drinkers, particularly discerning women, seeking something refreshing, stylish, and suitable for extended social occasions. The goal was to define a more modern, culturally resonant future for cider in Vietnam.

We helped Strongbow spark this new chapter with the launch of Strongbow Sparkling Cider, an effervescent, lower-ABV drink crafted for contemporary tastes.

Our research uncovered a powerful cultural insight: while cider as a category lacked meaning for Vietnamese consumers, the practice of fermenting fruit has been a part of local tradition for generations. This became the authentic bridge between global product and local culture. We grounded the brand in this heritage, using it as a foundation to reframe cider as both familiar and intriguing. The result? Innovative flavour pairings like Dragonfruit & Kiwi and Pineapple & Pomegranate: combinations uncommon in the cider world but deeply resonant with Vietnamese sensibilities.

Design-wise, we broke away from the bold black and heavy codes of traditional Strongbow packaging to craft a new world – one that felt light, modern, and aspirational. Bubbles became the hero, visually expressing the product’s signature fizz across every touchpoint. White space, gold accents, and refined typography elevated the visual identity, while vibrant hand-drawn fruit illustrations injected personality and flavour cues.

The logo was also re-energised to reflect movement and vitality, shifting Strongbow from static to sparkling. The new identity was extended across retail, on-premise experiences, branded glassware, and POS materials to create a cohesive and sophisticated brand world that reflected the lifestyle and preferences of the modern Vietnamese woman.

Within six months of launch, Strongbow Sparkling Cider delivered a 14% uplift in sales volume and quickly became a key driver of overall brand growth. The new design achieved strong standout on shelf, helping attract new drinkers with a 3% increase in penetration among women and a 5% increase among young adults aged 25 to 35. Survey feedback reinforced the shift, with consumers recognising stronger premium cues and improved visibility. Repeat consumption also rose, particularly among female drinkers who consumed more units per session — evidence that the product resonated beyond initial trial. By redefining what cider could be, Strongbow unlocked new drinking occasions and injected renewed energy into the category.

“Elmwood has been an invaluable partner in shaping Strongbow Sparkling Cider’s success in Vietnam… The results speak for themselves—renewed excitement, increased trial among female urbanites, and a strong foothold in an increasingly competitive market where we’ve achieved exceptional growth.”
— Pablo Chabot, Marketing Director, HEINEKEN Vietnam