Cider firm enjoys sweet taste of success

Old Mout goes global with $5.8m Heineken deal

TRACY NEAL
Last updated 07:58 18/03/2014
Redwood Cider Co managing director Justin Hall
MARION VAN DIJK/FAIRFAX NZ
BIG DEAL: Redwood Cider Co managing director Justin Hall will take the company's products to the global market with the backing of Heineken.

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A Nelson branded cider is about to hit the big time overseas, backed by a $5.8 million marketing campaign courtesy of brewing giant Heineken.

Old Mout which is part of Nelson-based Redwood Cider company's portfolio of leading ciders, is considered a "new world" cider by UK standards.

Redwood Cider has the backing of big-time breweries after it entered into a joint venture with DB Breweries in 2012. DB became part of Heineken in November 2012 after DB's former parent company, Asia Pacific Breweries was purchased by Heineken.

Heineken UK managing director Lawson Mountstevens, said Old Mout was set to bring a new dimension to the company's cider portfolio. He said the cider and its Kiwi brand story was expected to fly well with UK consumers looking to discover fresh new cider flavours.

Redwood Cider company has made cider in the Redwood Valley near Moutere since 1947. Old Mout's name comes from "Mout" which is short for Moutere and is pronounced so it rhymes with fruit.

Managing director of Redwood Cider company, Justin Hall, said the brand's name was a great talking point in terms of its pronunciation and would be a unique selling feature in the UK.

Mr Hall said Redwood been at the forefront of experimenting with innovative new cider fruit combinations such as kiwifruit and lime, summer berries and passionfruit and apple.

"It is exciting to see a local Kiwi cider brand launching into what is considered the home of cider and it makes me particularly proud to think the words, ‘established in Nelson' and the image of a kiwi will be on cider bottles being held by British consumers," Mr Hall said.

Old Mout Cider will be produced under licence by Heineken in Belgium.

Mr Mountstevens believed that Old Mout would bring a fresh new dimension to the company's cider portfolio.

"With a strong Kiwi heritage and playful sense of humour, we think it will quickly find popularity with new and existing cider drinkers looking to discover brands off the beaten track.

"You can tell that it is a brand that doesn't take itself too seriously and the Kiwi sense of humour is typified by the advertising promise of ‘tasty ways to make fruit more useful', which the British market will enjoy," he said.

A £3million [$NZ5.8m] marketing campaign was set to begin from later this month.

Redwood Cider company has been in the Deloitte Fast 50 list of top growing companies for the past three years. It was ranked at number 34 in 2013 having moved from place 44 in 2011. In February 2013, Old Mout won a prestigious gold medal at the International Brewing Awards in London with its Passionfruit & Cider.

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