Brand-owner Heineken partnered with Mitchells & Butlers to launch the app in May, which has since been downloaded by over 34,000 players and been played over 500,000 times.

The app is a game, Kiwi-Cycle, aimed at driving awareness, engagement and encouraging people to try the cider for the first time, as well as raising money as part of the brand's ongoing initiative to save the kiwi bird, alongside the charity Kiwis for kiwi.

Players have to collect fruit in order to unlock prizes such as free cider, starters and desserts in the 673 participating outlets. It also encourages players to recycle bottles and generates donations to Kiwis for kiwi.

"Mobile gaming is massively popular and provides a major opportunity for Heineken to engage consumers, activate brands and help meet our customers' objectives," said Old Mout's Emma Sherwood-Smith.

Old Mout Cider is also urging on-trade customers to sign up to a sustainability partnership here: www.oldmoutcider.co.uk/partners