Heineken debuts new sustainable cider brand
Heineken has launched Inch’s, a new sustainable apple cider on draught, made from 100% British apples.
Delivering the widespread appeal of a modern, refreshing cider that is progressive and forward-looking, Inch’s has been created to bring vibrancy back to mainstream apple cider and engage younger consumers.
Made from 100% British apples, grown and sourced within 40 miles of its mill in Herefordshire, Inch’s is a lightly sparkling, ‘medium apple cider’ balanced between sweet and dry with a delightful, fresh apple aroma. The new cider is also gluten free and vegan friendly.
Inch’s has the green credentials to appeal to consumers aged 18-34 who prefer to buy brands that have a social and environmental commitment. To keep the cider making process as sustainable as possible, all apple waste at the Inch’s factory is repurposed and turned into green energy.
“From sourcing to sustainability, we are progressive cider makers on a mission to do things properly in pursuit of a great tasting British Cider that goes that little bit further to do the right thing,” explains Rachel Holms, Heineken UK Cider Marketing Director. “In doing so, Inch’s will drive appeal and help recruit younger drinkers into the Apple Cider category to drive additional sales for operators.”
