Maguires launches in UK

Halewood International, the UK's largest independent alcoholic drinks manufacturer and distributor, is looking to capture a slice of the burgeoning cider market with the launch of a new brand featuring two product variants.

The company has launched the Maguires cider brand to both the on and off Trade as part of a strategy to drive innovation in the cider category and is aiming to become a significant player in the sector over the next twelve months.

The new brand will initially be available in pear (Maguires Pear) and apple (Maguires Original) variants delivered in a 500ml glass bottle format with both having an ABV of 4.5%.

Off trade distribution has already been secured with Sainsbury's which is stocking the pear product across more than 350 stores and Wine Cellar is carrying the product in 250 outlets.

The company is already in talks with a number of On Trade operators regarding listings.

Maguires has been developed to compete in the over ice sector and the introduction of a pear variants aims to broaden the brand's appeal beyond existing cider drinkers and specifically to recruit female consumers. The brand is being targeted at 18-34 B C1 and C2 men and women.

The packaging strapline is "refreshingly fruity" and the product is ideal to enjoy with friends and food.

Both products aim to appeal to existing cider consumers looking for something new as well as recruiting drinkers from a broad spectrum of other categories.

Maguires Original is mid gold in colour and clean and light to taste with refreshing fruit flavours.

It will appeal to existing over ice cider drinkers looking for a new experience.

Maguires Pear is pale green to yellow in colour with a pronounced sparkle and a sweet, soft fruit and vanilla taste. The product is being targeted at those consumers wanting a slightly sweeter taste and Halewood believes this will have strong appeal to female consumers.

Both products should be served chilled over ice.