Halewood launches cider brand

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.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here