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.




Site Search

COMMENT

The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Twitter