Wines and spirits company Halewood International, which owns the Lambrini and Red Square drinks brands, is launching a cider brand called Maguires. The new brand will target 18-34 year olds.
Maguires, which will have an ABV of 4.5%, will initially be available in two variants, Pear and Original, and sold in 500ml glass bottles. It will retail at £1.49. The Original variant will be aimed at the new breed of cider drinkers and Maguires Pear, with a soft fruit and vanilla taste, will be targeted at women.
The new brand will be supported by a poster campaign with point-of-sale material. Halewood head of marketing Richard Clark says: “The cider category has boomed in recent years and we believe there is a real opportunity for a newcomer to the sector to provide the innovation it needs to ensure continued growth and to broaden the appeal of the category to an ever greater number of consumers.
“Over the coming months we are looking to build on the launch of Maguires and deliver real innovation to the category with some significant new product development.”