As more consumers become informed on food waste and its environmental impact, many are looking to brands that offer sustainable solutions like Heineken's new Inch's Draught Cider. The new alcoholic beverage is made by using green energy created from production waste. These "green credentials," according to the brand, will help it appeal to consumers aged 18-34 who prefer to purchase from brands that reflect their values.
"From sourcing to sustainability, we are progressive cider makers on a mission to do things properly in pursuit of a great tasting British cider that goes that little bit further to do the right thing," said Heineken UK cider marketing director Rachel Holms. "In doing so, Inch's will drive appeal and help recruit younger drinkers into the apple cider category..."
Image Credit: Heineken