Putting Strategy into Cider

Bulmers held over 80% of the Irish cider market. Not a dominant player - a near-monopoly. Breaking into that landscape required more than a new product. It required a clear strategic argument for why anyone should choose differently.

Heineken Ireland engaged us to redesign the brand architecture across their cider portfolio, creating distinct strategies for three brands at different market positions. Orchard Thieves was positioned as a challenger targeting Gen Z with social currency at its core. Appleman's was shaped as the mature offering with clear growth headroom. Old Mout became Heineken's first move into premium Irish cider.

The approach required each brand to carry its own weight while building a coherent architecture above them. No cannibalism. No confusion. A portfolio with a logic.

Orchard Thieves achieved 6.6% value share within eight months of launch, doubled business targets in year one, and grew to 15% market share - becoming Ireland's number one draught cider and the leading cider brand for Gen Z. The launch campaign won the Adfx Grand Prix and delivered over 1.1 million drinks into Irish hands.