Heineken is expanding its Inch’s cider brand with two new variants, including the UK’s first dealcoholised cider.

The brewing company described the launch of Inch’s 0.0 alcohol-free cider as a “major advancement for the brand”, adding it was “credible, premium option” to the no and low alcohol market.

According to Heineken, the no-ABV alternative to Inch’s Medium Apple adopts the same flavour as the original, with an apple aroma in the form of a lightly sparkling cider.

Hereford Ciderie quality technologist Amalka Woodall said: “Ciders that have alcohol removed sometimes miss their sensory characteristics which can make the product taste thin and watery, whereas we have worked hard to ensure that none of the depth and character of Inch’s Medium Apple is lost throughout the process.

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“It’s been a challenge, but after two years of research, development and collaboration across multiple teams, we’re proud to introduce this UK-first for Heineken UK, and marking an exciting step forward in offering more choice to cider lovers without compromising on taste.”

Heineken is also launching an Inch’s Cloudy (ABV 4%) variant – a lightly sparkling, naturally cloudy cider crafted with British apples – which aims to appeal to younger cider drinkers looking for a naturally sweeter innovation.

Heineken cider brand director Rachel Holms added: “We know that cider lovers are looking for exciting, high-quality options that match their lifestyle and preferences. With Inch’s Cloudy and Inch’s 0.0, we’re delivering innovation that not only tastes great but also challenges perceptions of what apple cider can be.

“We’re confident these new additions will drive further growth in the category while reinforcing Inch’s reputation as a fresh, modern cider brand – encouraging existing Inch’s fans to explore new tastes, and providing a credible option for those who are looking to moderate their alcohol consumption.”

Heineken UK is supporting the launches with a nationwide ATL campaign, including TV, social media, digital and OOH activations, running from April to September.