Australia’s original cider brand, Mercury Cider, will begin to roll out its first national on-premise activity for Mercury Hard Cider in November with a tap support program in 115 venues.
Launching in 49.5L kegs, the full strength ABV cider will be supported by volume driving POS suites, staff incentives, and a trial driving program.
“Publicans will now have a new and exciting cider offering to drive penetration in a growing and margin accretive cider category, while recruiting new drinkers to the category with a clearly differentiated draught product,” CUB head of cider, Brian Phan, said.
As well as on-premise promotion, Mercury Hard Cider alongside Carlton Dry is gearing up to launch its biggest dual promotional campaign to date, Ready or Not.
Kicking off this October and running until January 2016, consumers are invited to enter promotional codes for the chance to participate in “spur of the moment thrill seeking activities”.
The Ready or Not campaign, which includes multi-million dollar ATL media and social integration, is designed to drive cross category purchases and increase frequency of smaller pack formats.
To enter, customers open their carton or six pack to reveal a unique code which they enter online via mercuryhardcider.com.au.
“At CUB, we want to provide engaging executions for Australians, ensuring they result in uplift in sales, high engagement from consumers and significant cut-through in the market,” Phan said.
