Heineken to create Strongbow Tree for Isle of Wight fest

Strongbow to activate with a 12 metre tree (isleofwightfestival.com)
Strongbow to activate with a 12 metre tree (isleofwightfestival.com)

Heineken has revealed its cider brands' activation plans for the Isle of Wight festival, including a 12 metre-high Strongbow Tree.

The drinks brand aims for the Strongbow experience to become the central meeting place at the festival, which takes place on 11-14 June. Its height means it will be visible from every corner of the site, while the installation will include loungers and seating areas.

The top of the tree will host an apple-shaped DJ booth for a number of exclusive sets. The area will also include a main bar, food offerings, games and sampling activity for new product, Strongbow Cloudy Apple.

Sister cider brand Bulmers will also be activating at the festival with its Colourena zone. Visitors will be divided into five teams, each one representing one of the brand’s five flavours, to battle it out in a series of quirky challenges.

Emma Sherwood-Smith, brand unit director of cider brands at Heineken, said: "Festivals are about creating memories and that’s exactly what Bulmers and Strongbow will do this summer."

More: Events in Action - Heineken Ignite London

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