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Heineken's new cider Apple Bandit (Photo: @KrijnJansen/Twitter)
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Heineken's new cider Apple Bandit (Photo: @KrijnJansen/Twitter)
Thursday, 16 June 2016 - 13:30
Heineken bringing hard cider back to Dutch market
Dutch beer giant Heineken just launched its third attempt to reintroduce cider into the Netherlands, in the hopes of reaching the 30 percent of Dutch who don't drink beer. The brand new Apple Bandit was released in the Vondelpark on Wednesday, Het Parool reports.
"Apple Bandit must become for cider what Heineken is for lager", Bram Westenbrink, marketing director at Heineken, said to the newspaper. "It is tailored to the Dutch taste with the right balance between sweet and dry." He believes cider can become as least as big in the Netherlands as Radler Beers, which achieved a market share of over 3 percent last year.
Apple Bandit has 4.5 percent alcohol and comes in apple and pear flavors. It is available in a six pack at supermarkets and per bottle in restaurants and bars.