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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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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