Intercontinental Brands

27 March, 2009

4 Sceptre House, Hornbeam Square, Hornbeam Business Park, Harrogate HG2 8PB

T: 01642 256154

W: stheliercider.com

Established: 1990

Turnover:

£50 million-plus

Cider Brands: St Helier Original Pear, St Helier Blueberry Pear Cider, St Helier Raspberry & Lime Pear Cider, St Helier Peach Flavoured Pear Cider

Newest and upcoming innovations: Launch of St Helier Peach Flavoured Pear Cider, sponsorship of The Championship on ITV1 .

Biggest challenge for 2009: Paul Burton, joint managing director: "Times like these make consumers, even those who have had greater resources stored up

for hard times, take stock and with a premium brand it is even more important to make sure that you are delivering a product that people will make room for in their budgets. We are still innovating and investing both in NPD and television and sponsorship -based promotional support, both of which have served us well since the launch of St Helier. We do not have the mega budgets of some of the giant drinks producers, but, as one of the country's most dynamic independent drinks companies, we have shown that we are able to move quickly, think creatively and be responsive to consumer demand."




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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