Maguire's cider adds raspberry

19 October, 2007

Halewood International is launching a raspberry version of its Maguire's Pear cider. The 4 per cent abv cider has already secured listings with Wine Cellar and will hit shelves from next week in 50cl bottles (rrp £1.69).

Halewood hopes the fruitier, slightly sweeter raspberry flavour will particularly appeal to women. It is backing the launch with consumer samplings, POS material and in-store promotions. Brands marketing controller Richard Clark said: "By developing a fruit- flavoured variant we are looking to lead innovation in the category

beyond the mainstream over ice offering."

Packaging for Maguire's Original and Maguire's Pear has also been revamped to include "mouth-watering, fresh, juicy and bright fruit imagery", according to Clark.

Halewood has introduced new packaging to its Red Square Reloaded RTD brand, and

an on-pack promotion .

Lamb's Navy Rum - which Halewood acquired in April from Pernod Ricard - is also getting a makeover worth £500,000.




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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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