Lambrini Cider, which was launched last year, is already stocked in Asda and Tesco where it has seen “strong retail sales,” according to brand owner Halewood International.
The 4% ABV cider comes in three flavours: pear & apple, summer fruits and forest fruits. It is aimed at 21 to 35-year-old women, after company research identified a male bias in the packaging and marketing of cider.
The on-trade roll-out will be supported with an advertising and PR campaign as well as activity on social media sites.
“Lambrini Cider is a unique, light and refreshing product created especially for women to enjoy with friends in the day as well as the evening,” said Richard Clark, director of innovation.