Brookfield Drinks is relaunching Diamond White as “premium, refreshing cider that offers a lower-alcohol alternative to wine”.
Rolling out from this month, the 7.5% abv drink will be available in 500ml cans and two-litre PETs. The drink features a new ‘diamond apple’ logo and blue and silver branding.
The relaunch comes just over two years after Brookfield - which was set up by former Wells and Young’s MD Nigel McNally - acquired the brand from Magners owner C&C Group. It is currently the sixth-largest canned cider in UK in symbol and independent convenience retailers, said Brookfield, citing IRI data for the year to 21 June 2015.
The relaunch of Diamond White will be supported with a new website and “significant promotional and marketing investment”. Brookfield described the rollout as the first step in the relaunch of the brand, with plans to extend the product range including new variants, and different usage occasions.
Originally launched in the 1980s, Diamond White had a big impact on the market by appealing to a younger, more urban consumer than traditionally associated with cider. Among the previous Diamond variants were Blush, Red and Black.
“Diamond White is a unique, much-loved iconic cider brand and is particularly popular with those who remember it fondly from the 1980s and 1990s,” said McNally. “Cider is in fashion as consumers look for a long, refreshing drink as a lower-alcohol alternative.”
Brookfield Drinks has also this month relaunched its White Star cider in 500ml can and one-litre and two-litre PET formats with a new brand design.
“White Star is a very popular refreshing cider, keenly priced to attract those who enjoy a good-quality cider in the evening or with friends at the weekend, but don’t want to pay premium prices,” said McNally.
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