Brookfield Drinks Launches Premium Diamond Black Cider
23 Oct 2015 --- Following on from the successful re-launch of the iconic Diamond White cider, drinks company Brookfield Drinks has introduced a new artisan amber variant, Diamond Black.
The new 8% ABV product will be launched in a 500ml can and is the first variant of a new range of premium ciders planned by Brookfield Drinks under the famous Diamond trademark. It will be marketed with Diamond’s new crisp and stylish ‘diamond apple’ logo with a red, black and gold branding, and will appeal to those who love the taste and quality of Diamond White cider and are looking to try new variants.
The launch will be supported with a new website and significant promotional budget. Originally launched in the 80s, Diamond White revolutionised the UK cider industry appealing to a younger, more urban consumer, creating the premium packaged cider market and providing a credible lower alcohol alternative to wine. It was acquired by Brookfield Drinks Ltd in 2013 and today is the 6th largest canned cider brand in UK Symbol and Independent convenience retailers.
Diamond Black is an artisan dry amber cider created using the finest ingredients, at a state of the art facility which incorporates traditional and modern techniques to craft each batch. Each stage of the manufacturing process has been rigorously tested to ensure the optimum maturation and carbonation levels are used. The recipe has been lovingly crafted to ensure the very best flavour and aroma profiles are achieved, the blend being judged by an expert panel.
The recipe is finally finished by hand to ensure that our distinctive cider is the epitome of quality and a taste that drinkers enjoy. Diamond Black has a sophisticated fruity nose and robust flavours, crisp and zesty on the palate, with a tantalisingly dry mouthfeel.
Nigel McNally, managing director of Brookfield Drinks said; “The launch of Diamond Black is an exciting step in Brookfield Drinks’ journey. When we bought the brand, we knew that Diamond White had a very loyal customer base, many of whom enjoyed the product when they were students in the 80s and 90s. The success of Diamond White’s relaunch has reinforced our belief that the retro cider is as popular as ever with today’s consumer.
“Cider is very much back in fashion and we believe that the artisan Diamond Black variant will be a big hit with both existing customers looking to try something different, and new customers enjoying cider for the first time. The launch marks the first of a range of Diamond variants which we are planning to bring to the market.”
At the same time, the Bedfordshire based drinks company is launching Black Star, an amber variant of its White Star cider. The new 7.5% ABV variant will be sold in 500ml, £1 price-marked cans, and will appeal to White Star consumers looking to try something new. White Star cider was relaunched recently, with a new website and further promotional support planned. White Star is also a top 10 canned cider brand in UK Symbol and Independent convenience retailers.
Nigel commented: “White Star is a widely recognised brand and popular with those who want to enjoy a good quality cider in the evening or with friends and don’t want to pay premium prices. The new amber variant, Black Star, will appeal to this market of consumers who know and trust the brand but are looking to try something different and exciting, and is set to become a must-stock product for independent convenience retailers.”
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