ICB's cider has an apple twist
Published:  21 September, 2007

ICB has launched possibly the first apple-flavoured version of a pear cider brand.

Reversing the trend for pear twists on apple drinks, ICB has introduced apple as an extension to its St Helier brand, along with a raspberry and lime flavour, available in 50cl and 1-litre bottles.

Joint managing director Paul Burton said St Helier Apple had a taste that "sets it apart from all other brands stocked in the UK".

He added: "The market has been very dynamic, attracting a completely new contemporary, independently-minded consumer group, a large percentage of whom are women looking for something clean-tasting and refreshing that they can savour over ice."

ICB has been supporting St Helier with a TV ad campaign in Northern Ireland

and Scotland and sponsorship of ITV's English football league highlights programmes.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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