Background
Strongbow is a dry cider launched in England by H.P. Bulmer in 1962. It is named after the Cambro-Norman knight Richard de Clare, later Earl of Pembroke, nicknamed "Strongbow" for relying heavily on Welsh archers during campaigns in Ireland, where at the time the Irish had few bows and relied on javelins. It was initially marketed as "the strong cider for men". By 1970, it was the second highest selling cider in the world after its stablemate Woodpecker. By 2001, Strongbow was among the top ten drinks by sales in English and Welsh pubs and bars. In 2003 Bulmers was purchased by Scottish & Newcastle, who in turn were taken over by Heineken in 2008. In January 2011, Heineken announced their intention to take the Strongbow brand global. In 2012 the UK packaged versions were reduced from 5.3% ABV to 5.0% ABV, with a Heineken spokesman saying "If your sole reason for buying Strongbow is because it’s stronger than other brands, we’re not sure we want you in the family".
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