Kieron Barton, MD of Rekorderlig's import agency Chilli Marketing, said he was confident the drink, currently worth £8m in the UK, would hit its target because young adults, particularly women, were increasingly looking for lower-abv drinks and sweeter-tasting ciders.
The brand added a Wild Berries variant (rsp: £1.89 for 500ml, abv 4%) to its two existing lines last month, in an exclusive deal with Sainsbury's.
The premium price tag wouldn't stand in the way of its £50m target, predicted Barton. "If you look at Peroni and how SAB Miller have marketed it as a premium product, it shows that it can be done," he said. "People are happy to pay a premium price for a quality product."