Lambrini Cider Launches New Flavour And Bottle Design

07 May 2013 --- Halewood International, the UK’s leading independent drinks manufacturer, has announced that it is launching a new bottle design for its Lambrini Cider brand and a new flavour, Cherry & Apple, to capitalise on the growing demand for fruit based flavours.

Lambrini Cider was launched into the Off and On Trades in March 2012, gaining national multiple listings with ASDA and Tesco, independent wholesalers and a range of On Trade outlets.

Following on from its launch success, the new flavour will join Strawberry & Elderflower and Blackberry & Raspberry in the Lambrini Cider range, and has been introduced in response to significant consumer interest in fruit flavoured cider, which has seen increased sales of up to 60% during the past few months.

Halewood International has refreshed the Lambrini Cider label, in order to leverage the brand motifs and create greater stand-out on shelf and in the back bar fridge. The Lambrini Cider range will continue to be available in 75cl and 4x330ml formats in the Off Trade and in 330ml bottles in the On Trade.

Lorna Tweed, Brand Manager for Lambrini Cider at Halewood International, comments: “Consumers of Lambrini Cider have shown a real preference for dark fruit variants over the last year, and the Cherry & Apple flavour will complement the existing range perfectly.  The cherry flavour of Lambrini Wine Style Drink has also proven to be extremely popular with the brand’s primary audience, and we expect Cherry & Apple to do the same for Lambrini Cider.”

Lambrini Cider’s Cherry & Apple flavour will be available from the beginning of May, and listings have been secured with a number of Off and On Trade outlets.

Identifying a gap in the market through consumer research conducted in 2011, Lambrini Cider (4% ABV) was launched to offer a refreshing fruit cider, aimed predominantly at females within the 21-35 age bracket.