Swedish cider aims for gap in market

04 April, 2008

Swedish cider brand Herrljunga is being re launched under the name +46 in a bid to shake up the cider category.

Herrljunga and UK distributor Halewood International are investing £500,000 in re packaging and re positioning the brand to appeal to male drinkers aged between 20 and 25.

Halewood's marketing controller Richard Clark said +46, named after the telephone dialling code for Sweden, was created after research showed there was room in the cider category for a more contemporary

looking brand.

He said: "While the

UK cider category is still growing there are a lot of similar brands. There is a real danger that consumer interest in the sector will start to wane if producers do not develop and deliver clearly differentiated brands offering real innovation.

"We had a review of the brand and we saw a gap in the market. This is not a me too cider. We think it's quite iconic and stylish, but backed up with a good tasting product that's got heritage."

Clark said the product, which is available in apple and pear variants, had been "tweaked" to make it less sweet.

It has 4.5% abv and will be sold in 50cl bottles with an rrp of £2.

It will be marketed under the strapline More Than Just a Number and its launch will be supported by an integrated trade and consumer campaign as well as point of sale and sampling activity.

Clark added: "We'll be doing a lot of activity in the next two to three weeks to support the trade and the consumer."

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