Heineken takes axe to underperforming Strongbow and Old Mout cider trio
Published on The Grocer
Heineken has discontinued three underperforming ciders from its Strongbow and Old Mout brands after sales fell sharply in the past year.
Old Mout Strawberry & Apple, Strongbow Cloudy Apple and Strongbow Zest have been axed after sales declined by £2.5m, £2.3m and £2.0m respectively in the past year [NIQ 52 we 18 April 2026].
Strongbow Cloudy Apple and Zest have already been delisted, last appearing in Ocado and Asda in September 2025 and July 2025 respectively, according to Assosia data.
Old Mout Strawberry & Apple was still listed in Morrisons at the time of publication, but has been widely delisted elsewhere. Annual sales of the cider last year amounted to just £170k [NIQ 52 we 18 April 2026].
Published on The Grocer, 27th May 2026.
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