Heineken to pull White Lightning cider brand

Heineken UK has withdrawn its White Lightning cider just months after relaunching it as a responsible alternative to cheaper super-strength white cider drinks.

The brewer reduced the alcohol strength of White Lightning from 7.5% ABV (alcohol by volume) to 5.5% in May, but has now scrapped the brand after accepting that its attempt to improve the image of the white cider category has failed.

It had also removed all extra-fill promotions and three-litre packs for its high-strength cider products.

Heineken says it will concentrate its efforts on premium and mainstream ciders such as Bulmers, Strongbow and Jacques.

Mark Gerken, sales managing director for the off-trade at Heineken UK, says: “In these tough trading times, categories such as premium cider offer better, more sustainable profit opportunities for retailers.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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