Cider is not an established Friday night beverage for Kiwis. In fact, over a third of legal age drinkers have never tried it.
However, with the mainstream beer market in decline for the last 20 years, craft beer and cider were rapidly growing in New Zealand, with cider growth coming from women in particular.
DB Breweries saw a gap in the market – why couldn’t the cider market be more inclusive of men?
There were a few barriers to overcome to make cider a winner for males, however. From a product perspective, cider has typically been marketed in New Zealand to women; a feminine choice displayed with fruits, meadows, pinks and yellows.
Coming from apples, its hue was transparent, lemonade-like, which was a real turn-off for males drinking in a group occasion, DB says.
And the taste profile of cider was also considered too sweet, brought about by competitors such as Rekorderlig, which produce a hyper-sweet version of the drink.
As DB puts it, the brand had a big job to do, overcoming a number of key problems for Old Mout Hard Cider, including its packaging, the product formulation, and bringing a masculinity to cider’s overall feminine image in the market. It needed to convince guys it was OK to drink cider.
DB Breweries spent eight months on research and development to create the perfect product formulation involving the colour, the aroma and the taste, with countless rounds of consumer research.
The result was Old Mout Hard Cider: the dry, not too sweet cider aimed directly at men.
This new cider had the objective to pull a whole new target into a category that would otherwise not normally consider cider at all.
DB then started designing packaging that would appeal to a male audience, linking back to the key ingredient, and a communications strategy that would make men consider this otherwise impermissible category.