New Zealand cider Old Mout is making a name for itself internationally with the brand launching in the UK thanks to DB Breweries’ owner HEINEKEN.
Old Mout is New Zealand’s most popular supermarket cider brand* and part of Redwood Cider Co’s portfolio of leading ciders, owned by DB. Old Mout, is considered a ‘new world’ cider by UK standards and its Kiwi brand story is expected to fly well with UK consumers looking to discover fresh new cider flavours.
Justin Hall, managing director of Redwood Cider Co, says that the launch of Old Mout into the UK market is significant following cider’s steady growth in New Zealand over the past five years.
“Redwood Cider Co. has made cider in the Redwood Valley near Moutere, Nelson since 1947, and is well known for its fruit flavours including Boysencider, Feijoa and Passionfruit. Old Mout’s name derives from ‘Mout’ which is short for Moutere and happens to rhyme with fruit. The brand’s name is a great talking point in terms of its pronunciation and will be just one of the unique selling features for these ciders in the UK,” says Justin Hall.
Old Mout Cider will be produced under licence by HEINEKEN in Belgium and supports HEINEKEN’s growth plans for its world cider portfolio while also driving sustainable cider category growth in the UK – normally regarded of as the original home of cider.
“Cider in New Zealand has experienced exponential growth over the past three years with an increase of around 30% per annum. Redwood Cider Co. is New Zealand’s biggest cider company and has the country’s leading brands in its portfolio including Old Mout, Monteith’s, Orchard Thieves and Rekorderlig,” says Justin Hall.
Redwood Cider Co. has been at the forefront of experimenting with innovative new cider fruit combinations that reflect in the cider flavours going into the UK with Kiwi and Lime, Summer Berries and Passionfruit & Apple.
“It is exciting to see a local Kiwi cider brand launching into what is considered the home of cider and it makes me particularly proud to think the words: ‘Established in Nelson’ and the image of a kiwi will be on cider bottles being held by British consumers,” adds Mr Hall.
Lawson Mountstevens, Managing Director-On Trade at HEINEKEN UK believes Old Mout will bring an exciting new dimension to their cider portfolio.
“With a strong Kiwi heritage and playful sense of humour, we think Old Mout will quickly find popularity with new and existing cider drinkers looking to discover brands off the beaten track. You can tell that it is a brand that doesn’t take itself too seriously and the Kiwi sense of humour is typified by the advertising promise of “tasty ways to make fruit more useful” which the British market will enjoy,” says Mr Mountstevens.
From late March a £3milion launch programme will drive trial and awareness of Old Mout Cider in the UK, together with marketing activity, including print and outdoor advertising, in-outlet sampling and digital marketing to drive consumer awareness. Redwood Cider Co. has been in the Deloitte Fast 50 list of top growing companies for the past three years and ranked at number 34 in 2013 having moved from place 44 in 2011. In February 2013, Old Mout won a prestigious gold medal at the International Brewing Awards in London with its Passionfruit & Cider. * AC Nielson scan data 23/2/2014.
For more information or if you’re from the UK and want to get in touch, to tell us about your Old Mout Cider experience please contact: Old Mout Cider UK at
Or, check out our website at www.oldmoutcider.co.uk