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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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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