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InterContiental Brands Add New Cider, Shandy And Sambxo Flavours

st-helier-cider

InterContinental Brands has launched several new products as managing director John Mills says the company is to focus on its strongest brands.

Two new flavours have been added to the St Helier pear cider range.

Cherry and Blackcurrant join Original, Raspberry and Lime and Blueberry flavours. However Peach, which was launched last year has been withdrawn.

Mills said: “The cider category is still growing really well and because of its vibrant colour and sweetness St Helier is really targeted at the 18-25 age group. The market has moved and this [flavours] is what consumers want.”

Two shandy variants have also been to the St Helier range.

St Helier Ginger Beer Shandy is made with two thirds lager to one third ginger beer and St Helier Lager Shandy comprises one third lemonade. Both are 3.5 per cent ABV.

New flavours are also being added to ‘Light Spirit’ brand Sambuxo. Cherry, Blackcurrant and Liquorice, all at 22 per cent ABV, are to be added alongside the existing Original flavour of the sambuca equivalent .

InterContinental Brands were recently taken to the High Court by Diageo over the branding of its 22 per cent ABV Vodkat product. Vodka by definition should be at least 37.5 per cent alcohol.

“We believe that light spirits, those below 22 per cent are a really positive area to be in,” he said.

“We think it’s a growth market, especially in the on-trade because duty rates are going up. Licensees can charge a lower price because there is lower duty and consumers are far more ABV and unit aware. I think there is a place for a lighter ABV alternative.”

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Tuesday, October 24, 2:18 am

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