Strongbow is a dry cider produced by H.P. Bulmer in England since 1962. It is the world's leading cider with over 10 per cent of the global cider market, and its accounts for more than 20 per cent of all cider sold in the UK. Bulmer's is a subsidiary of Heineken, the multinational Dutch brewer. Strongbow is mostly produced at Bulmers' Hereford plant, although variants are also produced at Heineken's cider mill in Belgium, and in Australia, where SABMiller own the rights to the brand. The brand has a strong market overseas, being the highest selling cider in Australia and the second highest selling cider in the United States. In 2011, Strongbow Gold, produced in Belgium, was launched across Europe in response to cider's growing popularity on the continent.