Strongbow Dark Fruit Cider, 4x440ml

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Despite the joy the team gets from engaging with super-fans on social and at events, Sherwood-Smith is adamant TV remains crucial. How do you bring people into the mainstream and if you are going to do a flavour how do you do it in a way that is true to what’s at the core – no pun intended – of Strongbow, which is masculine and refreshing?”

Martin Lewis: What the Autumn Statement means for you – including wages, benefits, pensions, ISAs, housing, national insurance and moreFinally Heineken allowed Strongbow to test it out in 2014. It launched Strongbow Dark Fruits in 10 pubs within its own estate and since then 270 million pints of Dark Fruit have been poured, according to CGA data commissioned by Heineken. Both employees and self-employed workers will pay less in National Insurance from next year, Chancellor Jeremy Hunt has announced in today's Autumn Statement. Since its launch in 2013, Strongbow Dark Fruit has become the second best-selling draught cider in the UK, behind Strongbow Original but Sherwood-Smith believes there will be a day that the fruit variant will overtake its parent brand.

If you want to achieve scale mass media remains an important part of the marketing mix. Emma Sherwood-Smith, Heineken Always with brands, if you want to achieve scale mass media remains an important part of the marketing mix”, she says.

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Autumn Statement: Workers to pay less in national insurance – but rate cuts don't offset the freezing of personal tax thresholds Autumn Statement: State pension confirmed to rise by 8.5% from April 2024 – while some benefits will go up by 6.7% This brand had two jobs to do: we were looking to bring people into our flavoured cider but it also needed to rejuvenate the Strongbow master brand. Emma Sherwood-Smith, Heineken

Sherwood-Smith still can’t quite believe it: “People went absolutely crazy. The success and speed at which it grew penetration and distribution completely took us by surprise so we are now in 26,000 pubs in the UK bearing in mind we started with 10.” A ‘cultural phenomena’ In 2013 the cider category was booming. Fuelled by sunny weather and the urge for a sweeter, more drinkable summer beverage, consumers couldn’t get enough of bottled fruit cider. NatWest, Royal Bank of Scotland (RBS) and Ulster Bank, which are all part of the NatWest Group, will now shut at least 172 of their bank branches in 2023 and 2024.

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The Chancellor Jeremy Hunt has today (Wednesday 22 November) announced a range of tax, benefits and savings measures. We round up the key announcements and what they mean for you. When the competition zigs you zag and it was really juxtaposed to all the traditional summer blue sky images of cider at the time… [we had to be] true to the infrastructure of Strongbow and not be tempted to make it feminine.”