Scottish Courage is strengthening its cider portfolio with the launch of Strongbow Sirrus, a 5% ABV triple-filtered packaged cider available in 275ml and 500ml bottles.
Keith Hogg, managing director – sales, Scottish Courage Brands, said: “Cider is attracting a new generation of drinkers as consumers increasingly experiment with a broader repertoire of drinks. From August, Strongbow Sirrus will make an eye-catching addition to the drinks aisle and the launch will be backed by a significant level of marketing investment to help the brand realise its full potential.
“Consumer thirst for premium cider has never been higher and it now offers a rare opportunity to attract new and lapsed drinkers to the sector, particularly in the 18-24 age category.”
Strongbow Sirrus will be supported by a £5m marketing campaign in 2005 which will include in-outlet support across all trade channels.
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