HEINEKEN UK is launching a new seasonal marketing campaign for Strongbow, the UK’s number one Cider brand at Halloween. Launching from October 2025, the “Spine-chilling Refreshment” campaign will focus on Strongbow Dark Fruit, helping retailers maximise Cider sales in the build up to spooky season.
While Cider sales peak during the summer months, the category performs well all-year-round – and Halloween is the biggest trading week during the autumn season. Strongbow, through its long-standing association with the occasion, significantly over-indexes in the weeks leading up to 31st October, claiming a category-leading share – with £1 in every £5 spent on Cider over Halloween being spent on Strongbow, more than any other brand in the category.
The ‘Spine-chilling Refreshment’ campaign aims to help retailers maximise sales by supercharging consumers’ affinity with the brand through significant marketing investment. Strongbow Dark Fruit will be unmissable in the lead up to Halloween – with social media promotion, influencer partnerships, and sampling activations which specifically target university campuses, driving footfall into local stores.