Halewood International has announced that it is to launch a Lambrini Cider aimed at women later this month.
The product has been developed following a two year research programme undertaken by the company into the female consumer across a number of its brands. It found that the vast majority of ciders have male oriented packaging, with consumer communication being similarly male biased. The company thought this created a gap in the market for the Lambrini Cider offering.
There will be three flavours: Pear and Apple, Forest Fruits and Summer Fruits.
Lambrini Cider will receive marketing support including TV, a major sampling programme PR and social media activity to build awareness.
Richard Clark, director of innovation, said: “There is a huge opportunity to innovate with the UK cider category & gain market share. Lambrini Cider is tapping into the strength of the core Lambrini brand equity and provides a glamorous entrant into the market.
“It will meet demands from female consumers by offering unique packaging for both pubs and supermarkets coupled with a range of great tasting liquids underpinned by significant marketing investment.”