The move follows a series of actions taken by the company in recent years to combat growing public concern about the role of the white cider category and the responsible consumption of alcohol.
To date, these measures have included the removal of all extra-fill promotions and three-litre packs across its higher strength cider products, and the decision to reduce the ABV content of White Lightning from 7.5% to 5.5% in April 2009.
Mark Gerken, sales MD (off trade) at Heineken UK, said: “As pioneers in the cider category, we want to lead from the front. Premium and mainstream ciders continue to drive the overall growth of the category and our future investment will focus on our brands in these categories to respond to consumer demand and continue to drive value.
“Furthermore, in these tough trading times, categories like premium cider offer better, more sustainable profit opportunities for retailers and they should devote enough space to the brand leaders.”
White Lightning will be de-listed from 31 March 2010.
Source: Heineken UK
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