HEINEKEN UK is launching Inch’s Reserve, a premium apple cider with the recognisable signature apple‑y taste of Inch’s Medium, but elevated for sipping and savouring. Crafted using apples grown within 40 miles of the Herefordshire mill, Inch’s Reserve delivers a higher ABV at 7.4 per cent for a fuller‑bodied, more considered cider experience. The launch rolls out across grocery, convenience and wholesale from 15 March and aims to recruit younger shoppers into the premium apple cider category, with its bold, disruptive look set to capture attention in the aisle.
Premium apple cider is the second-largest segment in total cider, and it is currently the fastest growing (£195M MAT). There is a strong opportunity in the category to further strengthen this with a new premium cider proposition – Inch’s Reserve. The product fills a gap in the market giving younger consumers looking for something different, a compelling reason to trade-up, and supporting retailers in driving value growth in the cider aisle.
“We want to challenge category norms with the launch of Inch’s Reserve and bring modernity to the premium apple cider category, attracting younger affluent shoppers to this segment,” said Max Wainwright, Cider Brand Director. “When creating Inch’s Reserve, our Herefordshire cider makers have retained the recognisable apple-y flavour we know shoppers love from Inch’s, the fastest growing cider brand in the Off-Trade. Ultimately our aim is to help retailers unlock growth opportunities and drive basket spend, and we’re confident that our first move into the premium apple cider segment will support this”
Available from 15 March across the Off-Trade, Inch’s Reserve will hit shelves in single 500ml bottle formats. The bottle will create standout on shelf with a bright green label and yellow writing, bringing a fresh and fun packaging format to the aisle. The launch will be supported by sampling, in-store activation and a social media campaign.
Like all Inch’s ciders, Inch’s Reserve is made using British apples, the vast majority of which are grown within 40 miles of the Herefordshire mill, reinforcing the brand’s deep roots with its home county.