Heineken Ireland has revealed its first foray into the country’s cider market with the launch of new Orchard Thieves apple cider.
The new beverage will be rolled out on draught, in pint bottles, 660ml bottles and 330ml bottles or cans next month. The Dutch brewing giant has the potential to steal market share from Dublin-based C&C Brands “in its own back yard”, The Irish Times reported this month, after C&C revealed plans to unify its brands in England and Wales in a bid to offer consumers greater clarity.
Exact details of the new cider are being closely guarded ahead of its official unveiling, though Heineken has offered some glimpses of insight into the brand.
“Our first cider was pressed from the finest variety of apples we could thieve to create our own distinct, refreshingly smooth cider,” the firm said. “And although these days, we no longer thieve our apples, our cider still delivers that original, crisp apple taste.
“Crafted from the perfect mix of crisp and tart apples for an instant, fresh apple taste, Orchard Thieves really cuts through and instantly refreshes.”
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