Strongbow Cider Aims At Female Millennials

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Cider brand Strongbow saw the potential of capitalizing on the boom in lighter drinks styles — rosé, spritzers and sparkling wines — by targeting non-cider drinkers with an offering that would give them an alternative to wine or cocktails. They turned to drinks specialty agency Denomination to create packaging for their new Blossom Rosé Sparkling Apple Cider that would appeal to a predominantly female millennial audience — a big shift away from Strongbow’s traditional base. Tinted the palest pink to offset the color of the cider, the label features an apple branch in full blossom, adding femininity while reflecting the brand name. The branding and Strongbow logo in gold foil communicate a premium offering.

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According to Rowena Curlewis, CEO of Denomination, “We worked toward ensuring the final printed packs did the design justice, as the intricacy, warmth and depth of color in the illustration and throughout the packaging was so specific.” A classic Strongbow glass shape was used to ensure the product aligned to the core Strongbow branding but was produced in a flint finish for added elegance.

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