Diamond White Cider is relaunching, with its new brand owners positioning it as “a lower-alcohol alternative to wine”.
The high-strength cider – which is 7.5% ABV – originally launched in the 1980s and in 2013 the brand was acquired by Brookfield Drinks. Brookfield says Diamond White is the sixth largest canned cider brand in the UK.
Brookfield says it is relaunching Diamond White as “a credible lower-alcohol alternative to wine.” It says it plans to extend the product range for “different usage occasions”.
Initially, Diamond White is relaunching in 500ml cans and 2l bottles.
The packaging features a new “diamond apple” logo and blue and silver branding, which Brookfield says repositions it as “a premium triple filtered refreshing cider”.
The new designs have been developed by Brookfield and its design partners Chris Lower and David Jenkins.
Brookfield says the Diamond White relaunch will be supported by a new website and “significant” promotional and marketing investment.
Nigel McNally, managing director of Brookfield Drinks, says: “Diamond White is a unique much loved iconic cider brand, and is particularly popular with those who remember it fondly from the ‘80s and ‘90s.”
“Cider is very much back in fashion as consumers look for a long, refreshing drink as a lower alcohol alternative to wine, and sales of ‘tried and trusted’ brands like Diamond White are on the increase. “
McNally adds: “With its fresh new look, Diamond White is a must-stock cider brand for the independent retailer and the ideal choice for consumers.”
Brookfield previously relaunched Kestrel Lager – another brand that it says was popular in the 1980s and ‘90s, and which has been repositioned as a beer with Scottish brewing heritage.