View source for Strongbow (cider)

{{Short description|Brand of cider}}
{{Use dmy dates|date=July 2023}}
{{Infobox beverage
| name         = Strongbow
| image        = [[File:Strongbow2012logo.jpg|logo|frameless]]
| type         = [[Cider]]
| abv          = 4.5–6.0%
| proof        =
| manufacturer = [[H. P. Bulmer]] (UK)<br />Stassen (Europe)<br />[[Carlton & United Breweries]] (Australia)
| distributor  = [[Heineken N.V.]]<br />[[Carlton & United Breweries]] (Australia)
| origin       = [[United Kingdom]]
| introduced   = 1960
| discontinued =
| colour       = Golden yellow
| flavour      = Initial strong 'cidery' flavour from the fermented bittersweet juice with a hint of 'appliness' or cooked apple coming from the culinary fruit.<ref>[http://www.heineken.co.uk/ataglance/ataglance_corebrands.pdf] {{webarchive |url=https://web.archive.org/web/20111021213007/http://www.heineken.co.uk/ataglance/ataglance_corebrands.pdf |date=21 October 2011 }}{{Title missing|date=July 2023}}</ref>
| variants   = Gold (dry) (excluding USA)<br />Dark Fruit<br />Cherry Blossom<br />Cloudy Apple<br />Gold Apple<br />Honey<br />Red Berry<br />Elderflower<br />Ginger (USA only)
| related      =
| website      = {{URL|strongbow.com}}
}}

[[File:Cider-strongbow.jpg|thumb|100px|Draught Strongbow in a Strongbow brand pint glass]]
'''Strongbow''' is a dry [[cider]] produced by [[H.&nbsp;P. Bulmer]] in the United Kingdom since 1960. Strongbow is the world's leading cider with a 15 per cent volume share of the global cider market and a 29 per cent volume share of the UK cider market.<ref name=autogenerated5>Alcoholic Drinks: Euromonitor from trade sources/national statistics (2012)</ref><ref>{{cite web|url=http://www.beveragedaily.com/Markets/Our-first-ever-UK-cider-can-challenge-mainstream-brands-Carlsberg|title=Our first ever UK cider can 'challenge' mainstream brands: Carlsberg|last=BeverageDaily.com|work=beveragedaily.com|date=9 July 2012 |access-date=19 September 2016}}</ref> Bulmer's is a subsidiary of [[Heineken N.V.]], the multinational Dutch brewer who also own the sustainable cider brand Inch's.<ref>{{cite web|url=https://www.thegrocer.co.uk/new-product-development/heineken-launches-sustainable-cider-brand-inchs/655555.article|title=Heineken launches 'sustainable' cider brand Inch's|first=Daniel|last=Woolfson|date=28 April 2021|website=The Grocer}}</ref><ref>{{cite web|url=https://www.inchscider.co.uk/age-gate|title=Welcome to Inch's Cider|website=sitename facebook}}</ref><ref>{{cite web|url=https://www.heineken.co.uk/sustainable-cider-brand-inchs-set-to-shake-up-the-cider-category/|title=SUSTAINABLE CIDER BRAND INCH'S SET TO SHAKE UP THE CIDER CATEGORY|date=30 April 2021|website=Heineken UK}}</ref><ref>{{cite web|url=https://www.just-drinks.com/news/heinekens-inchs-cider-product-launch/|title=Heineken's Inch's cider – Product Launch|date=29 April 2021}}</ref>

Strongbow was the highest selling cider in Australia and was the second-highest selling cider in North America as of 2012.<ref name=autogenerated5 /> Belgian-produced Strongbow Gold was introduced in Europe in response to cider's growing popularity on the continent in 2011.

The majority of Strongbow is produced at Bulmer's [[Hereford]] plant, although regional variations are also produced at Heineken's [[cider mill]] in Belgium and in Australia.

==History==
[[File:LogostrongbowUK.gif|thumb|left|Former product logo]]
Strongbow was launched in the United Kingdom by H.&nbsp;P. Bulmer in 1960.<ref>{{cite web |url=http://www.strongbow.com/AboutUs.aspx |title=Archived copy |access-date=28 May 2011 |archive-date=4 March 2016 |archive-url=https://web.archive.org/web/20160304031543/http://www.strongbow.com/AboutUs.aspx |url-status=dead }}{{Title missing|date=July 2023}}</ref> Bulmer named the cider after "one of [[England]]'s greatest knights" [[Richard de Clare, 2nd Earl of Pembroke|Richard de Clare]], whose nickname "Strongbow" was believed to be derived from his heavy reliance on archers during his [[Anglo-Norman invasion of Ireland|campaigns in Ireland]].<ref name="auto">{{cite web|url=https://www.strongbow.com.au/|title=Strongbow Cider|website=Strongbow Cider}}</ref> However, this theory is unlikely to be true because de Clare's father, [[Gilbert de Clare, 1st Earl of Pembroke|Gilbert de Clare]], was originally known as "Strongbow", which suggests that Richard's nickname was actually inherited from his father.<ref>Flanagan, M. (23 September 2004). Clare, Richard fitz Gilbert de [called Strongbow], second earl of Pembroke [earl of Striguil] (c. 1130–1176), warrior. Oxford Dictionary of National Biography. Retrieved 28 May. 2018, from [http://www.oxforddnb.com/view/10.1093/ref:odnb/9780198614128.001.0001/odnb-9780198614128-e-5447]</ref> It was initially marketed as "the strong cider for men".<ref>''The Times'', Friday, 13 July 1962; p. 14; Issue 55442; col A</ref>

By 1970, it was the second-highest selling cider in the world after its Bulmer's stablemate [[Woodpecker Cider|Woodpecker]].{{citation needed|date=November 2019}} By 2001, Strongbow was among the top ten drinks by sales in pubs and bars in England and [[Wales]].<ref>''The Times'' (London) 27 March 2001, Tuesday Cider joins favourite pub drinks</ref>

In 2003, Bulmers was purchased by [[Scottish & Newcastle]], who in turn were taken over by Heineken in 2008. In January 2011, Heineken announced their intention to take the Strongbow brand global.<ref>{{cite news| url=https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8284822/Heineken-plans-to-take-Strongbow-cider-global.html | location=London | work=The Daily Telegraph | first=James | last=Hall | title=Heineken plans to take Strongbow cider global. | date=27 January 2011}}</ref>

Heineken acquired the rights to Strongbow in Australia from [[Asahi Breweries|Asahi]] in 2020.<ref name="aus">{{cite news |last1=Upshall |first1=Emma |title=Heineken to buy Asahi brands, reunites global Strongbow portfolio |url=https://www.foodbev.com/news/heineken-to-buy-asahi-brands-reunites-global-strongbow-portfolio/ |access-date=11 November 2020 |date=28 October 2020}}</ref>

==Production methods==
[[File:Strongbow cider US.jpg|upright|thumb|right|Now-discontinued original United States bottled version.]]
In the United Kingdom, Strongbow is a blend of bitter-sweet cider and culinary apples, with 50 different varieties of apple used.<ref>{{cite web|url=http://www.gab.com.my/brand/strongbow.asp|archiveurl=https://web.archive.org/web/20110903124153/http://www.gab.com.my/brand/strongbow.asp|url-status=dead|title=GAB Brands – Strongbow<!-- Bot generated title -->|archivedate=3 September 2011}}</ref> The apples are grown in England, although imports from France are also used when harvests are poor. It is mass-produced using modern methods and contains apple concentrate and sugar. It is fermented with a controlled yeast strain. Strongbow in the UK does not contain any artificial sweeteners, flavourings or colouring.<ref name="sbuk">{{cite web |url=https://uk.strongbow.com/ciders|title=Strongbow UK |website=Strongbow UK |access-date=11 November 2020}}</ref> The Bulmers Strongbow [[Storage tank|vat]] is the largest alcoholic container in the world, with a capacity of 1.5&nbsp;million gallons (6.8&nbsp;million litres).<ref name="Winn2010">{{cite book|first=Christopher |last=Winn|title=I Never Knew That About the English|url=https://books.google.com/books?id=nf8_3LMgMzAC&pg=PT207|access-date=11 July 2012|date=1 September 2010|publisher=Ebury Publishing|isbn=978-1-4090-7805-0|page=207}}</ref>

==Variations==
In the UK, Strongbow is available on draught at 4.5% ABV and in cans and bottles at 4.5% ABV. In 2012, the UK packaged versions were reduced from 5.3% ABV to 5.0% ABV.<ref>{{cite web|url=http://www.thegrocer.co.uk/fmcg/drinks/beer-wine-and-spirits/heineken-weakens-strongbow-with-abv-cut/229879.article|title=Heineken weakens Strongbow with abv cut|first=Hannah|last=Stodell|work=thegrocer.co.uk|access-date=19 September 2016}}</ref>

Strongbow Gold is the variant available in mainland Europe and is available only in bottles. It was launched in May 2012, and its major markets include Italy and Hungary. It is 5% ABV and designed to be served over ice. It is over 50% apple juice, making it a similar product to [[Magners]] and Stella Cidre.<ref name=autogenerated3>{{cite web|url=https://www.strongbow.com/|title=Strongbow Apple Ciders – Strongbow|website=Strongbow Apple Ciders}}</ref> It also contains [[glucose syrup]], [[High-fructose corn syrup|glucose-fructose syrup]], food acidifier: [[malic acid]], anti-oxidant: [[Sulfur dioxide|sulphur dioxide]], the colouring agent: burned sugar.<ref name=autogenerated3 /><ref>{{cite web|url=https://www.barnivore.com/beer/81/Strongbow-UK|title=Strongbow - UK is vegan friendly |work= Barnivore vegan booze guide|accessdate=11 November 2023}}</ref> It is made in Belgium at Heineken's Stassen plant. However, the version of Strongbow Gold Apple available in Slovakia contains only 25% apple juice; in that version the colouring is E150a caramel.<ref>{{cite web|title=Strongbow Apple Ciders Gold Apple cider 330 ml – Tesco Potraviny|url=https://potravinydomov.itesco.sk/groceries/sk-SK/products/2002121191723|access-date=13 October 2020|website=potravinydomov.itesco.sk}}</ref>

Strongbow is exported to numerous overseas markets. [[Sleeman Breweries]] took over the distribution rights for Canada in 2001, and is the fifth highest selling cider in the United States, where it was imported by Vermont Hard Cider until August 2012, when Heineken regained the rights.<ref>{{cite web|url=http://www.just-drinks.com/news/strongbow-enters-canadian-market-in-sleeman-tie-up_id74196.aspx|title=CANADA: Strongbow enters Canadian market in Sleeman tie-up|date=14 November 2001|work=just-drinks.com|access-date=19 September 2016}}</ref> It was launched into the Australian market in 1970, and today still remains as Australia's most popular cider.<ref name=autogenerated2>{{cite web |url=http://www.fostersgroup.com/brands/strongbow.aspx |title=Strongbow Cider<!-- Bot generated title --> |access-date=25 January 2019 |archive-url=https://web.archive.org/web/20140408142642/http://www.fostersgroup.com/brands/strongbow.aspx |archive-date=8 April 2014 |url-status=dead  }}</ref> Strongbow is available in six varieties in Australia: Dry, Sweet, Original (formerly sold as "Draught"), Lower Carb (a low carbohydrate variety), Pear and Blossom Rosé.<ref name="auto"/> [[Foster's Group]] purchased the Strongbow brand in Australia in 2003, and continues to produce, distribute & market the brand.<ref name=autogenerated2 /> They were themselves purchased by [[SABMiller]] in 2011 before being bought out by [[Anheuser-Busch|Anheuser-Busch InBev]] in 2017. It is confirmed that in the Australian market, the brand will be purchased by [[Asahi Breweries]] in June 2020.<ref>{{cite web|url=https://www.asahigroup-holdings.com/en/ir/pdf/20pdf/200507.pdf|title="Announcement regarding the completion timing of the proposed acquisition of 100% of the shares of the Australian business of Anheuser-Busch InBev"|accessdate=11 November 2023}}</ref> [[Carlton & United Breweries]], currently have the rights to Strongbow in Australia.

In 2013, Heineken launched "Strongbow Dark Fruit" in the UK, which contains [[blackcurrant]] and [[blackberry]] juices. 2015 saw the introduction of "Cloudy Apple", a [[scrumpy]] version of the cider. In 2020, "Strongbow Rosé", a [[rosé]]-style cider, was introduced. In 2023, to coincide with another rebrand, a tropical flavour was introduced, containing mango and pineapple. In 2024, a "Zest" flavour (containing orange, lemon and lime) and a strawberry flavour were introduced. 

In 2014 in the US, Heineken launched two new sweeter flavours, dubbed "Gold Apple" and "Honey &amp; Apple".<ref name=heinekenusa201403>{{cite web|url=http://heinekenusa.com/2014/03/bulls-eye-strongbow-hits-mark-new-hard-apple-ciders/|title=Bull's-eye: Strongbow Hits the Mark With New Hard Apple Ciders – HEINEKEN USA|date=20 March 2014|work=heinekenusa.com|access-date=19 September 2016}}</ref><ref>{{cite web|url=http://www.brewbound.com/news/strongbow-hard-cider-launches-two-new-brands|title=Strongbow Hard Cider Launches Two New Brands - Brewbound.com|work=brewbound.com|date=19 March 2014 |access-date=19 September 2016}}</ref> Strongbow subsequently discontinued the original dry cider Strongbow flavor in the USA.<ref>{{cite web|url=http://www.chicagonow.com/hoppy-times/2014/04/strongbow-discontinues-their-original-recipe/|title=Strongbow Discontinues Their Original Recipe|work=chicagonow.com|access-date=19 September 2016}}</ref><ref>{{cite web|url=http://www.bevindustry.com/articles/87301-heineken-phases-out-original-strongbow-hard-cider-recipe-with-new-flavors|title=Heineken phases out original Strongbow Hard Cider recipe with new flavors|work=bevindustry.com|access-date=19 September 2016}}</ref>  The move to discontinue the original dry cider recipe in the US and replace it with two sweeter varieties was criticized by some vocal customers, with comments related to the discontinuation appearing on various [[internet forum]]s, the Strongbow [[Facebook]] page, and the USA Heineken Strongbow web page.<ref name=heinekenusa201403 /> However, in May 2018, Heineken announced that it would bring back the original dry cider to the United States in 16.9-ounce cans, which it did the following month.<ref>{{cite web|date=20 May 2018|title=Heineken to Re-Release Strongbow Original Dry Cider|url=https://www.brewbound.com/news/heineken-re-release-strongbow-original-dry-cider/|access-date=13 October 2020|website=Brewbound}}</ref>

In 2015 in the US, a variety pack was released, which includes the two existing flavors "Gold Apple" and "Honey &amp; Apple" along with two additional flavors "Red Berries" and "Ginger."<ref name=CSNews2015>{{cite web|url=http://www.csnews.com/product-categories/new-products-and-promotions/strongbow-hard-apple-ciders|title=Strongbow Red Berries & Strongbow Ginger|work=csnews.com|date=April 2015 |access-date=19 September 2016}}</ref><ref name=CheersOnline20150320>{{cite web|url=http://cheersonline.com/2015/03/20/strongbow-red-berries-ginger/|title=Strongbow Red Berries, Ginger|date=20 March 2015|work=cheersonline.com|access-date=19 September 2016}}</ref> "Cherry Blossom" was introduced in 2016.<ref>{{cite press release|last=USA|first=HEINEKEN|title=Strongbow Welcomes Spring With New Cherry Blossom Hard Apple Cider|url=https://www.prnewswire.com/news-releases/strongbow-welcomes-spring-with-new-cherry-blossom-hard-apple-cider-300238726.html|access-date=13 October 2020|website=www.prnewswire.com}}</ref>

In 2022, a low-calorie variant, Strongbow Ultra, was introduced. The initial flavour of this variant, Dark Fruit, contained 95 calories per can, 30% fewer than the regular version of the Dark Fruit flavour. In 2023, Strongbow introduced an apple flavour to the range; the apple flavour contains 80 calories per can, 36% fewer than the Original flavour.

==Discontinued brand extensions==
[[File:Mex 251.jpg|upright|thumb|left|United States canned version]]
In the late 80s to early 90s Strongbow produced and marketed a double fermented cider "1080" – said to be its specific gravity.

The late 1990s briefly gave us Strongbow smooth – carbonated with nitrogen instead of carbon dioxide, so much smaller bubbles and a smooth, creamy texture.

Previously Strongbow White was available in Australia, which had a much higher alcohol content (8.5%). It ceased production sometime after 2000.

''Strongbow Sirrus'' (5%&nbsp;ABV), was launched in summer 2005 to compete with C&C's [[Magners|Magners Irish Cider]]. Sirrus was formulated as a 'smooth' cider designed to be poured over ice, and was only available in bottles; it has since been discontinued.

In 2007, the company began trials of ''Strongbow On Ice'', a competitor to other ciders that are served over ice. This uses a specially designed pump that creates a "head" of ice made from cider on the top of the pint.<ref>{{cite web|url=http://www.morningadvertiser.co.uk/Drinks/Cider/S-NUK-trials-iced-Strongbow-cider|title=S&NUK trials iced Strongbow cider|last=|work=morningadvertiser.co.uk|date=2 March 2007 |access-date=19 September 2016}}</ref> Trials were unsuccessful however, and the product was discontinued.

Strongbow Black (previously Strongbow Super) at 7.5% ABV, was delisted by Heineken in 2011 on social responsibility grounds.<ref>{{cite web|url=http://www.morningadvertiser.co.uk/news.ma/article/91492?PagingData=Po_0~Ps_10~Psd_Asc|title=Heineken: beer and cider down in UK|last=|work=morningadvertiser.co.uk|access-date=19 September 2016}}</ref>

In 2013, Strongbow briefly produced 'Strongbow Original' which was the same as is currently sold, rather having a matte can. 

In 2014, "Strongbow Citrus Edge" was introduced, which contained lemon and lime. This was discontinued in 2017.<ref>[https://twitter.com/strongbowuk/status/863784852663013378]{{unreliable source?|date=June 2021}}{{Title missing|date=July 2023}}</ref>

==Advertising==
The original Norman archer logo was designed by graphic artist [[Barney Bubbles]]. The "thudding arrows" have been a signature of the brand's television advertising since the 1960s.<ref>{{cite news| url=https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8284561/Strongbow-adverts-strong-true...-and-funny.html | location=London | work=The Daily Telegraph | title=Strongbow adverts: strong, true... and funny | date=27 January 2011}}</ref> Towards the end of the advertisement, two arrows thud into a bar counter near a glass of Strongbow, or its bar pump.

Advertisements from 1998 to 2002 featured [[Johnny Vaughan]] and the "live to loaf" line.<ref name=autogenerated4>{{cite web|url=https://www.marketingweek.com/2002/05/23/strongbow-drops-vaughan-from-advertising-2/|title=Strongbow drops Vaughan from advertising|first=Marketing|last=Week|work=marketingweek.com|date=23 May 2002 |access-date=19 September 2016}}</ref> The campaign focused on Vaughan's character, who was always finding new ways to get the most out of life with the minimum effort.<ref name=autogenerated4 /> Vaughan was credited by Bulmers with giving credibility to the Strongbow brand among the key 18 to 24-year-old group.<ref name=autogenerated4 /> Between 1998 and 2000 Strongbow sales rose by 30 per cent.<ref>{{cite web|url=http://www.campaignlive.co.uk/news/37045/|title=Johnny Vaughan teams up with gorillas in latest Strongbow ad|work=campaignlive.co.uk|access-date=19 September 2016}}</ref>

In 2010, TV adverts in the UK were based on the "medal ceremony" scene at the end of the film ''[[Star Wars (film)|Star Wars: Episode IV – A New Hope]]'' (1977): three men walk down an aisle flanked by large numbers of men; step up a raised podium at the far end; and receive a reward – a pint of Strongbow – for their "heroic deeds" (i.e.: performing their ordinary jobs). Adverts in 2012, showed fanciful representations of normal situations (goalkeeping, potting a black ball, best man's speech) where those seen in the advert would be next seen drinking Strongbow having "earnt it" for accomplishing such situations. The latest advert depicts a duplex-style apple orchard divided between bitter and sweet reflecting Strongbow being "bittersweet by nature".

In 2015, Strongbow began its "Cider at its Bestest" campaign in the US, featuring [[Patrick Stewart]].<ref name=CheersOnline20150320 /><ref>{{cite web|url=http://www.adweek.com/agencyspy/droga5-presents-patrick-stewart-as-a-podium-for-strongbows-award/82653|title=Droga5 Presents Patrick Stewart as a Podium for Strongbow's 'Award'|work=adweek.com|date=17 March 2015 |access-date=19 September 2016}}</ref>

The most recent campaigns for Strongbow include one for the Strongbow Ultra variant which incorporates the theme "Drink the G.O.A.T." and a rebrand advert showing a fancy dress party with the attendants wearing very silly costumes (i.e. a sardine can).

===Sponsorship===
Strongbow were official shirt sponsors of Edinburgh football club [[Heart of Midlothian F.C.|Heart of Midlothian]] from 1992–2002.<ref>{{cite news| url=https://www.telegraph.co.uk/sport/football/competitions/scottish-premier/3018118/Thomas-loses-St-Johnstone-appeal.html | location=London | work=The Daily Telegraph | first=Neil | last=Irvine | title=Thomas loses St Johnstone appeal | date=4 December 2001}}</ref> Strongbow also sponsored [[Leeds United F.C.|Leeds United]] Football Club from 2000–2003.<ref>{{cite web|url=http://www.historicalkits.co.uk/Leeds_United/Leeds_United.htm|title=Leeds United – Historical Football Kits|work=historicalkits.co.uk|access-date=19 September 2016}}</ref> Strongbow reputedly paid £3 million a year for the rights.<ref>{{cite web|url=http://www.brandrepublic.com/news/168815/|title=STOP PRESS: Strongbow and Leeds Utd set to end association|work=brandrepublic.com|access-date=19 September 2016}}</ref>

==See also==
* [[Cider in the United Kingdom]]

== References ==
{{Reflist|33em}}

== External links ==
* [http://uk.strongbow.com/ UK website]
* [http://www.strongbow.com.au/ Australian website]
* [http://heinekenusa.com/2014/03/bulls-eye-strongbow-hits-mark-new-hard-apple-ciders/ USA website]
* [http://www.strongbow.com Strongbow global website]

{{Alcoholic drinks}}
{{Heineken International}}

[[Category:Heineken brands]]
[[Category:Carlton & United Breweries]]
[[Category:English ciders]]
[[Category:British ciders]]
[[Category:Brands of cider]]
[[Category:Products introduced in 1962]]
[[Category:1962 establishments in the United Kingdom]]