Strongbow has repackaged its cider in the lead up to Christmas. The new packaging features, “wood-cut style tree illustration, with a printed wood grain finish on the label to reinforce the cider’s origins in the orchard.”

Strongbow has been around for four decades and remains the number one cider in the Carlton & United Breweries portfolio.

“Cider remains the fastest growing alcohol category in Australia with people choosing to drink cider more often, particularly over the warmer months and we’ve got to keep up with the changing trends in this category,” says general manager of Cider for CUB, Craig Maclean.

“Cider leads mixed drinking occasions – men and women over the age of 18 are moving to traditional and fruit ciders not only at home, but at pubs and restaurants as well.”

Maclean says that people over 35 were increasingly choosing cider as their preferred drink, in fact, that group is growing faster than any other.

“When it comes to Strongbow, we want to embrace the authenticity of the brand while also evolving the look and feel of it to keep up with consumers’ constant thirst for something new.”