The brewer and cidermaker has launched the initiative to help pub operators sell more cider.

Cider Direct is a new online community and "hub of seasonal and year-round cider activations," the company said.

There are ideas to inspire, toolkits, social content as well as seasonal guides and activation plans all designed to help licensees extend the traditional cider season and grow cider sales. Also available are templates for posters, menus, tent cards and the like.

And there's access to a team of experts offering additional content and help for licensees who want it.

Pub operators who want to get involve should visit www.ciderdirect.co.uk to register and find out more. Those that are already a customer of Heineken also get a first-year discount of 25 per cent of all purchases from Cider Direct.