Cider brand, Hunter’s has introduced EDGE, an innovative new hybrid drink for those who want to discover the taste of something different.
The new cider introduces a balanced flavour of both cider and hops, a barrier broken for the first time in South Africa.
“EDGE is for every social occasion that brings together what unites us – for those who like to explore the new and unconventional and who are bold, individual, and confident to choose both the crisp refreshment of cider and the easy drinking taste of hops,” says Maijaliina Hansen, global marketing manager.
EDGE will engage consumers through a national ‘tasting’ drive, with free sample cans, visibility, in-store activations, premium events in the on-trade, and influence targeted digital, as well as PR support at the launch.
This will be backed by a through-the-line campaign with television, radio and out-of-home awareness, national large-scale events, in-store promotions, on-going premium visibility, and the launch of the 660ml bottle in 12 pack crates in July.
EDGE is now available in store in 330ml bottles and 440ml cans in both six and 12 pack formats.