Scottish amp; Newcastle UK has announced plans to re-launch its White Lightning cider brand with a reduced alcoholic strength, as part of the company’s drive to encourage responsibility in the white cider sector.
The current strength of 7.5% ABV will reduce to 5.5% from next month. S amp;N UK first tackled the issue in 2004 with the removal of all extra-fill promotions and three litre packs across strong cider products followed closely with wholesale price increases.
Mark Gerken, sales managing director (off trade), commented: “While it would be very easy for us to stop producing White Lightning, we recognise that this approach leaves both customers and consumers with only cheaper alternatives. Having spent a number of years attempting to lead the way towards a more responsible approach to white ciders, we feel that the time is right to offer the consumer a more responsible alternative. As category pioneers we expect to have to take the initiative but it is even more important that our industry partners fall in behind us.”
White Lightning will remain available in two litre PET bottles and 440ml cans and wholesale pricing will remain unchanged.
Contact: 08453 010330