Heineken Ireland to launch a cider brand
The new cider brand has been under development for over three years and will be launched in May
31 March 2015
Heineken Ireland has confirmed it will launch a cider brand on 1 May.
With an investment of €20 million over the next five years, Heineken Ireland’s new cider offering is designed to take a slice of Ireland’s Irish cider market which is valued at €366m.
The details remain under wraps before its launch this May when details will be announced with a heavily supported advertising and marketing drive.
Fiona Curtin, senior innovation manager at Heineken Ireland said: “Our new cider brand has been under development for over three years. We have undertaken major research into the category, from a branding and taste perspective, and we know that Irish cider drinkers are looking for an alternative. Now, as we prepare for this major launch, we are very confident that what we have produced is very compelling.”