KBE Drinks, the premium world beer and cider company, is pleased to announce a new flavour for Peacock, its’ award-winning cider brand. Peacock Lychee & Lime is the first ever lychee flavoured cider into the UK market and contains sweet lychees which are perfectly balanced by zesty lime to refresh the pallet, even after the spiciest of Asian dishes. KBE is also delighted to announce that 25p from the sale of every bottle will be donated to charity partners Hospitality Health, Hospitality Action and Only a Pavement Away.

Peacock was first launched back in 2016, specifically crafted to partner the exotic flavours of Asian cuisine. As a result, the brand has already been embraced by many trendsetting restaurant groups, such as Dishoom, Dim-T and Pho, but is quickly gaining wider popularity. To support the launch of Peacock Lychee and Lime, KBE Drinks will be promoting the charity link-up via consumer PR, heavyweight social media and further supported by Asian food bloggers and influencers.

KBE Drinks was set-up over thirty years ago to distribute India’s number one beer, Kingfisher, to the UK and throughout Europe. The last five years have seen a period of rapid growth as they’ve curated an intriguing and differentiated selection of brands from all over the globe including Sagres from Portugal, Dos Equis from Mexico and Lion from Sri Lanka. They have a comprehensive network of on-trade customers across restaurants, pubs, bars, hotels, sports stadia and festivals.

John Price, Head of Marketing at KBE Drinks, comments, “It has obviously been an extremely challenging last eighteen months or so for the hospitality industry, so we are delighted to team up with some of our charity partners on this launch and hopefully be making a significant donation to them. During lockdown UK consumers have been embracing new flavours and the lychee is growing in popularity, in part thanks to the Lychee Martini, so along with the current growth in popularity of fruit ciders in general, we are confident it will be well received by consumers.”

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