Halewood International, the UK’s leading independent drinks manufacturer and distributor has further strengthened its cider and over ice offering with the launch of Brambles, a fruit cider targeted at 25-45 year old women.
Brambles, which launched to the trade last month, aims to capitalise on interest from the Off-Trade, which is seeing growth of +11% and to offer innovation to the On-Trade which is dominated by a handful of brands which are predominately targeted at men in terms of marketing and serving suggestion.
The launch will be supported by an extensive On and Off Trade sampling campaign as well as point of sale and online activity.
The new product has an ABV of 5.5% and is packaged in a 75cl glass bottle. Brambles will be targeting 24 – 45 C1C2 females, who are currently wine and RTD drinkers, in particular rosé drinkers. The new product will be available in two variants – rosé and white and both are pear cider based and will retail at around £2.99 a bottle in the Off Trade and from around £4.49 in the On Trade.
Brambles can be served in a straight glass or a wine glass, with or without ice.
Brambles will look to attract consumers from RTDs and current cider brands and offers women something new, innovative and feminine from the cider category.
With 33% of UK cider sales now coming from fruit based ciders, Brambles aims to capitalise on this trend, broadening the cider category and further strengthening the category’s appeal to women.
Richard Clark, Head of Innovation at Halewood International comments: “The Cider category is in need of innovation and particularly in the On-Trade where there is less choice especially for women. The launch of Brambles is the latest in a series of innovations from Halewood International which over the past twelve months has launched Crabbie’s Alcoholic Ginger Beer, Lambrini Rose, Lamb’s Spiced Rum and a range of soft drinks.
“With only 62% of Cider drinkers choosing to order Cider in a pub or bar, we saw an opportunity to engage more cider drinkers as well as attract a new younger female audience. The current young adult generation is now moving away from RTDs and looking for something new, fruity and refreshing to move on to, Brambles provides the perfect alternative,” Richard Clark adds.