Taunton is launching its own ice cider under the Diamond White brand, following Bulmers’ move into the sector before Christmas with the launch of Strongbow Ice.
The company is poised to launch Diamond Ice in the on- and off-trades, with a limited supply until May when the launch will go national.
The launch comes as the premium cider market loses impetus. Ice ciders are likely to compete with the growing range of ice beers, such as Carlsberg Ice, Fosters Ice and Labbatts Ice, as well as with premium ciders.
Diamond Ice will have an ABV of 6.9, and will be packaged, like ice beers, in 33cl bottles.
Taunton’s general manager for brands Steve Holt says the brand will initially receive below and through-the-line marketing. He says Diamond Ice will
benefit from umbrella advertising for Diamond White, which was advertised last autumn.