News > General News

Heineken UK delists White Lightning

By Gemma McKenna , 17-Dec-2009

Related topics: General News

Heineken: will refocus on premium ciders

Heineken: will refocus on premium ciders

Heineken UK announced plans to de-list its White Lightning cider brand to reinforce its stance on responsible drinking, after attempts to improve the image of white cider failed.

 

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.

 

White Lightning was sold in the off-trade only. Previously Heineken UK removed all extra-fill promotions and three litre packs across its higher strength cider products and reduced the abv content of White Lightning from 7.5% to 5.5% in April 2009.

 

Mark Gerken, sales managing director (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."

 

Heineken has Strongbow, Bulmers and Jacques in its cider portfolio.

 

White Lightning will be de-listed from 31 March 2010.

Find us on Facebook

Spotlight

Legal Q&A: Private birthday parties and wine measurements

Legal Q&A: Private birthday parties and wine measurements

In this week's legal Q&A, our experts look at issues around hosting private birthday parties and wine...

Legal advice: The risk of fire is always present

Legal advice: The risk of fire is always present

Fire risk assessment is crucial at at time of year - and especially over the Christmas period....

123

Follow us on