Female-focused Lambrini cider range set to launch

Drinks manufacturer Halewood International is to launch a new Lambrini variant – a fruity cider targeted at women.

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Halewood says the range was developed on the back of a two year research programme that found the vast majority of ciders have male orientated packaging and marketing, creating a gap in the market for a female-focused cider.

The company says it also believes the new brand will generate “new impetus and interest” for the £2.2bn UK cider market, which is growing at 6.6% year on year, according to the CGA Brand Index.

Lambrini Cider will launch in three different flavours: pear and apple, forest fruits and summer fruits. The CGA Brand Index says fruit ciders are growing 22% year on year and represent 8% of total cider sales.

A 75cl take-home format will retail at £2.49 and a 330ml four-pack will sell at £4.99. The brand will also hopes to penetrate the on-trade market.

The launch will be supported by a multi-channel marketing campaign that will include TV, a “major” sampling campaign and social media activity.

Richard Clark, Halewood’s director of innovation, says: “Lambrini Cider is tapping into the strength of the core Lambrini brand equity and provides a glamorous entrant into the market.

“It will meet demands from female consumers by offering unique packaging for both pubs and supermarkets coupled with a range of great tasting liquids underpinned by significant marketing investment.”

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