ICB's cider has an apple twist
Published:  21 September, 2007

ICB has launched possibly the first apple-flavoured version of a pear cider brand.

Reversing the trend for pear twists on apple drinks, ICB has introduced apple as an extension to its St Helier brand, along with a raspberry and lime flavour, available in 50cl and 1-litre bottles.

Joint managing director Paul Burton said St Helier Apple had a taste that "sets it apart from all other brands stocked in the UK".

He added: "The market has been very dynamic, attracting a completely new contemporary, independently-minded consumer group, a large percentage of whom are women looking for something clean-tasting and refreshing that they can savour over ice."

ICB has been supporting St Helier with a TV ad campaign in Northern Ireland

and Scotland and sponsorship of ITV's English football league highlights programmes.




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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 ľ which makes it especially galling that we spend so much time divided over it.

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