Heineken - Putting strategy into cider

The Challenge

Heineken Ireland needed to disrupt the Irish cider market, where Bulmers held over 80% market share. They engaged me to redesign the brand architecture strategy for their cider portfolio and create launch strategies for multiple brands at different market positions.

My Approach

I developed comprehensive brand strategies for three distinct cider brands within Heineken's portfolio. For Orchard Thieves, I defined the positioning as a challenger brand targeting Gen Z with social currency at its core. For Applemans, I identified target market and growth opportunities as Heineken's more mature cider offering. For Old Moot, I created the launch strategy for Heineken's first high-end cider in Ireland.

The Results

Orchard Thieves achieved 6.6% value share within eight months of launch, doubled business targets in year one, and ultimately 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, reaching a third of the population.