Heineken is set to launch a new cider to join its Orchard Thieves brand in the coming weeks in a bid to garner a greater share of the market.
Heineken's Orchard Thieves brand has managed to accumulate a 12% market share in less than three years and Henieken Ireland managing director Maggie Timoney believes that the new cider can win the company an even larger share of the market.
Timoney commented, "We think that there's still not a lot of choice in cider in Ireland and we want to ensure that we can offer more choice to the Irish consumer. So we're going to continue to innovate in cider and offer that choice, and we will launch a new cider in the next two to three weeks."
While she wouldn't reveal the name of the new cider, Timoney said, "I would say it's a very balanced cider, so not too sweet, not too dry."