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Strongbow Cider was, first launched in the UK by H.P. Bulmer in the year 1962. It is titled after the Cambro-Norman knight Richard de Clare, later Earl of Pembroke, whose nickname was "Strongbow" and was believed to be due to his reliance heavily with the Welsh archers throughout campaigns in Ireland, but it was more likely a mistranslation or mistranscription of Striguil, which is one of his holdings. Strongbow Cider was, initially marketed as "the strong cider for men". And so it began, and by the year 1970, the Strongbow Cider brand was the second largest selling cider in the world after Bulmer's Woodpecker Cider. By 2001, Strongbow Cider was among the top ten drinks by sales in English and Welsh bars and pubs. In 2003 Bulmers was procured by Scottish & Newcastle, who in turn were taken over by the Heineken Beer Group in 2008. In January 2011, Heineken declared their intention to take the Strongbow Cider brand global.