Diamond White Cider relaunches as “wine alternative”

The high-strength cider is being relaunched by its new owners with a rethought brand and positioning.

download

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”.

“Diamond apple”

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.

“Much-loved icon”

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. “

Kestrel Lager

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.

Hide Comments (4)Show Comments (4)
Comments
  • Jacqueline Howard September 29, 2015 at 10:10 am

    Wino alternative… more like! :–)

  • Martin Cartwright September 29, 2015 at 10:19 am

    Fondly remembered yes.. but for the right reasons lol? Underage drinking and tramps swilling it back on park benches. An interesting brand shift on this, will be interesting to see how consumers buy into it as ultimately its a VERY strong cider and as I remember didn’t taste that great.

  • Mark North September 30, 2015 at 5:59 pm

    Hey you there! Can you lend me £50 until next Tuesday?

  • J G October 11, 2015 at 6:14 pm

    Unlikely to buy or drink this beverage, but a mini-size screw-top glass bottle would make it more sophisticated and appealing. Similarly, wine has always looked a little ‘cheap’ when packaged in cans & cartons.

  • Post a comment

Latest articles

Remembering Jon Daniel: 1966-2017

We look back on the life and work of the Design Week columnist, independent creative director and social activist “who helped put black participation on the political map”.