Strongbow Hard Apple Cider, a brand of Heineken USA, White Plains, N.Y., launched a new marketing campaign, “Cider at its Bestest.” The new, national campaign explains to consumers that Strongbow is best served over ice and includes the brand’s first U.S. TV spot, “Slow Motion Horse.”

Heineken USA is phasing out the original Strongbow Hard Cider recipe and replacing it with new Strongbow Gold Apple Hard Cider and Strongbow Honey & Apple Hard Cider.

White Plains, N.Y.-based Heineken USA, which acquired import rights to the Strongbow Hard Cider brand in January 2013, is phasing out the original Strongbow Hard Cider recipe in place of the new Strongbow Gold Apple Hard Cider and Strongbow Honey & Apple Hard Cider. In a blind taste test conducted last year by Rogil Research, both men and women noted that they strongly preferred the new crisp, refreshing flavor profile of Strongbow Gold Apple, the company says.

Heineken USA, White Plains, N.Y., announced its new “Bring Your Sunday Best” retail program featuring its Heineken, Dos Equis, Newcastle Brown Ale, Strongbow Cider and Tecate brands.

Strongbow, a brand of Heineken USA, White Plains, N.Y., launched its “Golden Hour” on-premise, retail and event activation for the summer. The cider brand will act as a catalyst for spur-of-the-moment experiences to excite consumers of legal drinking age and encourage them to create their own “Golden Hour” celebrations with Strongbow, it says.

Among the pumping bass, neon lighting and professional dancers at this year’s nightclub-themed National Distributors Conference for HEINEKEN USA, White Plains, N.Y., a subsidiary of Amsterdam-based Heineken International B.V., the company announced that, for the first time in five years, Heineken Lager is back in the black.