Strongbow bolsters commitment to events

by Ed Kemp, Marketing 14-Jun-06

Scottish Courage is increasing the number of experiential events it runs for its cider brand Strongbow with the launch of banner brand Strongbow Entertainment.

One of the first events to fall under the entertainment banner will be
Strongbow Ciderhouse, an extension of last year's Strongbow Rooms, which
will run throughout the summer at various music festivals across the

UK.

Strongbow has traditionally targeted 18- to 24-year-olds at festivals,
but now hopes to capitalise on a range of other live music and comedy
events.

The intention is for the cider brand to reach a wider audience and
defend its market-leading position against entrants to the sector such
as Magners.

Strongbow Entertainment is being launched in association with
Ticketmaster and will be backed by an integrated promotional campaign
that will run throughout the summer. The activity will also be supported
by a dedicated website, which is due to launch this month.