The 4% abv ciders, which roll out to the on and off-trade at the end of this month, will be available in three different flavours: pear & apple, forest fruits and summer fruits. They will come in a 75cl take-home format (rsp: £2.49) and a 330ml four-pack (rsp: £4.99).
There was a gap in the market for a female-centric cider, claimed Richard Clark, director of innovation at Lambrini owner Halewood International. "Research shows that 55% of women drink neither Lambrini nor cider," he said. "The packaging of our cider isn't brown or green, and it isn't served as a pint all of which will help get more women into cider."
The launch will be backed by TV, sampling and social media activity.