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Heineken Pulls White Lightning To Drive Cider Upmarket

Heineken Pulls White Lightning To Drive Cider Upmarket

Cider brand White Lightning will disappear from shelves in April after supplier Heineken UK announced it is to pull out of the "problem" white cider category and concentrate on its premium brands. Heineken's decision follows recent efforts to distance itself from the cheaper end of the cider market, including the removal of all extra-fill promotions and three litre packs across its higher strength cider products and the decision to reduce the ABV content of White Lightning from 7.5% to 5.5% in April 2009. Sales managing director (Off Trade) Mark Gerken said the move was a conscious effort to change the landscape of the category. "Despite our efforts to premiumise the category, white cider has remained a problem for us. When we reduced the ABV we hoped other suppliers would follow, but it seems we just created an opportunity for others, [...more]

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Saturday, November 25, 5:39 am

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