Joining in the race to coax female drinkers over to the beer and cider markets, Lambrini are poised to launch a range of fruit ciders targeted squarely at the fairer sex.

Following a two-year research programme, Lambrini Cider will be available to the on and off-trade from 28 September – in Pear and Apple, Forest Fruits and Summer Fruits flavours. Halewood felt that the range of ciders currently on the market were a little too masculine in their taste, packaging and brand messages so set out to create something unique.

The move may also be linked to the stunning growth of the fruit cider category: 22% year on year. Richard Clark Director of Innovation commented: 'There is a huge opportunity to innovate with the UK cider category and 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.'

Taste tests showed that female consumers were tired of overly-sweetened drinks, and so efforts have been made to create a taste which is fresh and fruity, rather than saccharine sweet. All three will come in at a modest 4% abv. and complete with packaging which 'has strong female design cues'.

Halewood International 0151 480 8800

News item from Imbibe.com, 07-09-2011