Brookfield Drinks buys Diamond cider brand

24 June, 2013

Former Wells and Young’s managing director Nigel McNally has followed up the purchase of Kestrel lager by snapping up Diamond Cider from C&C.

C&C inherited the brand – which includes Diamond White – when it bought the Gaymer Cider Company in 2009.

McNally sees great potential for the brand and plans to reposition it as part of “an exciting new portfolio of craft ciders differentiated by diamond colours and a range of abvs”.

He said: “There is a lot happening in the cider category right now and a lot of it is strikingly similar. We believe the vision of a set of craft ciders stemming from such an iconic brand as Diamond brand name is an extremely powerful one. 

“We are very excited by this addition to our company and we are looking forward to applying our business strategy of revitalising the well-remembered Diamond cider brand.”

Brookfield Drinks, the company founded by McNally, completed the purchase of Kestrel in October 2012 and relaunched it earlier this year with a new-look 5% abv can, with plans for a 4% abv bottled Pilsner, a 2.8% abv lager and an alcohol free variant in the offing. 




Bookmark this


Site Search

COMMENT

Faith in fakes

One of the most fascinating stories in wine, fit to stand alongside the Judgement of Paris, is that of Rudy Kurniawan, a man who managed to fool friends, auction houses and experts into believing they were drinking some of the world’s most expensive wines.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter