Set to launch to the on-trade on 28 September, Lambrini Cider (4 per cent ABV) will be available in 330ml bottles in three flavours: Pear and Apple, Forest Fruits and Summer Fruits.
Developed following two years of research into female consumer trends across a number of Halewood brands, the drink is expected to make inroads into the cider market, currently growing at a rate of 6.6 per cent a year.
Richard Clark, director of innovation at Halewood, said: “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.”
The launch will be coupled with a television marketing campaign and major sampling programme.
