Halewood International has secured nationwide success for its Lambrini Cider brand only three months after its launch with national multiple listings in Asda and Tesco.
Considered to be Halewood’s most successful piece of innovation since the launch of Crabbie’s Alcoholic Ginger Beer in 2009, Lambrini Cider has built momentum in the On and Off Trade.
Identifying a gap in the market in 2011, Lambrini Cider (4% ABV) was launched to offer a fruit cider, aimed predominantly at females aged 21-35.
Sales from Asda and Tesco have surpassed expectations during the first three months of trading, as well as independent suppliers including Bestway Wholesaler reporting high volume repeat orders, providing evidence of market pull through to the consumer.
Asda is currently stocking all flavours of Lambrini Cider – Pear & Apple, Forest Fruits and Summer Fruits – in a 4x330ml format, with Tesco offering the Summer Fruits and Forest Fruits flavours in 75cl bottles.
So far Lambrini Cider is not stealing market share from Lambrini Original and Lambrini Fruits sales.
Further to this the Lambrini Cider launch has been successful despite tough trading conditions, largely put down to the poor weather.
The Lambrini brand is also being taken into the On Trade for the first time with listings secured for Lambrini Cider at SA Brains.
The product will feature in 50 targeted outlets across their 150 portfolio estate.