Variants pitch in over ice

01 June, 2007

Halewood International has launched an apple and a pear cider in a bid to cash in on the cider boom.

Maguires Original and Maguires Pear come in 50cl bottles (rrp £1.49), have 4.5 per cent abv and are designed to be poured over ice.

The brand

has

a listing in Sainsbury's, is targeting 18 to 34-year-old BC1 and C2 men and women, and carries the strapline Refreshingly Fruity. Halewood hopes the slightly sweeter pear cider will particularly appeal to women.

It is backing the launch with

PoS material including posters and glassware.

Brands marketing controller Richard Clark said: " We believe there is a real opportunity for a newcomer to the sector to provide the innovation it needs ."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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