Strongbow Hard Ciders this January will debut 100 Cal Slim Cans, a 12-can variety pack with three 8.5-oz. flavors containing 100 calories each.
Strongbow 100 Cal Slim Cans are positioned at the intersection of cider, canned wine and hard seltzer, the company says, to offer an alternative meant to appeal to the growing enthusiasm for wellbeing and light refreshment.
The variety pack contains Strongbow’s newest flavor, Dry Pear, a mildly sweet pear-apple cider with a light, dry finish, along with Rosé Apple and the recently relaunched Original Dry.
The 100 Cal Slim Cans aim to source sales from millennial consumers who are drinking more canned wine, and 70% of whom are cutting calories from their beverage choices but are still looking for a full-flavored experience unlike that of hard seltzers.
All Strongbow products contain no artificial flavors or colors.
Taste-maker event sampling, influencer partnerships, social media, in-store media, sampling and POS, and high-value rebate offers (where legal) will drive trial and awareness of the 100 Cal Slim Can Variety Pack, the company says.