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Swedish cider aims for gap in market.
(From Off Licence News)
Byline: Emma Eversham
Swedish cider brand Herrljunga is being re launched under the name +46 in a bid to shake up the cider category.
Herrljunga and UK distributor Halewood International are investing AGBP500,000 in re packaging and re positioning the brand to appeal to male drinkers aged between 20 and 25.
Halewood's marketing controller Richard Clark said +46, named after the telephone dialling code for Sweden, was created after research showed there was room in the cider category for a more contemporary looking brand. He said: "While the UK cider category is still growing there are a lot of similar brands. There is a real danger that consumer interest in the sector will start to wane if producers do not ...
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