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UK. Halewood International unveils new female-focused cider

Halewood International, a producer and importer of fine wines, spirits and speciality drinks in the UK, will launch new Lambrini Cider to both the Off-Trade and On-Trade on 28 September, targeting female consumers.

Developed after a two year research program involving the female consumer across a number of the company's brands, the product will be available in three flavors including Pear and Apple, Forest Fruits, and Summer Fruits.

According to the research, the majority of ciders have male oriented packaging, with consumer communication being similarly male biased.

Halewood director of innovation Richard Clark said Lambrini Cider will tap into the strength of the core Lambrini brand equity and provides an exciting 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," Clark said.

The company said Lambrini Cider will provide marketing support including TV, a major sampling programme PR and social media activity to build awareness

6 Sep. 2011

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