Drink News



Old Mout cider is calling the naturally adventurous in a playful £5m campaign.

The New Zealand-born cider will have nationwide, contextual ads from April to August, driving people to their local watering hole. So whether the sun is shining, or a consumer finds themselves near a local pub or shop, the adverts will be tailored for them.

Above: ‘Hopped Hog’ with Hogs Back Managing Director Rupert Thompson (centre), Artist Alan Wallis (right) and Haslemere Hogs Organiser Brian Howard.

Hogs Back Brewery has literally ‘piggy backed’ a local arts initiative to create a lifesize, hop-covered fibreglass hog. The model, named Hopped Hog, is one of 60 ‘Haslemere Hogs’ on display in the town, close to the brewery’s location in Tongham, for the next three months.

Hopped Hog was decorated by local artist Alan Wallis, who was inspired by the Hogs Back hop garden, home to three varieties of hop including the local Farnham White Bine, revived from extinction by the brewer in 2015. Alan has covered Hopped Hog in hop- heavy bines, and added the brewer’s logo to both haunches.

The hog will be on display on Haslemere High Street until June. It will then ‘come home’ to the brewery, following a donation by Hogs Back to the charities supported by the Haslemere Hogs project.

Hogs Back Managing Director Rupert Thompson said, “We’re weren’t going

20 MAY 2017 to look this gift ‘hog’ in the mouth,

and have thoroughly enjoyed working with Alan and watching him transform a plain fibreglass model into the hop-bedecked beauty that Hopped Hog is today.

“Hopped Hog will be a fine addition to Haslemere for the next few months, and then back at the brewery, and we’re sure he will be the subject of admiration – and more than a few ‘selfies’ – in both locations.”

He added, “We applaud organiser Brian Howard for launching this ambitious and creative project which will support a number of worthy charities as well as raising the town’s profile.”

The Haslemere Hogs project involves local artists and schools, who have decorated 60 hogs. These will be displayed in the town until June and then auctioned to raise money for four charities supported by the Mayor. More information at:

From out of home, to digital, to mobile and everything in between, drinkers will see the brand’s kiwi spirit of adventure brought to life throughout the summer.

Old Mout is building its fan base across the UK and is currently the fastest growing premium flavoured cider in the market[1].

Emma continues: “We’ve got our little kiwi encouraging people to ‘hatch’ a plan for long weekends, or to be ‘berry’ adventurous with our delicious fruit- flavoured cider. Drinkers view Old Mout as the most original and unique cider[2] in the market so with that responsibility, we need a unique marketing campaign. We are confident that our new campaign drives footfall and trial and will therefore add value to our customers’ businesses.”

Old Mout is available in four familiar fruit flavours with an adventurous twist - Strawberry & Pomegranate, Kiwi & Lime, Passion fruit & Apple and Summer Berries.

[1] Source: CGA and Nielsen MAT Feb 2017 [2] Source: TNS OneEquity Tracker MAT Q4 2016

Emma Sherwood-Smith, Cider Director and Head of the kiwi bird’s adoptive family, says: “We have the best ambassador of all ciders – our very own quirky kiwi bird. His inimitable personality brings to life everything Old Mout stands for. That’s to make every day a little more adventurous and to keep our adventurous nature at its inspiring best.”

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