Kingfisher Drinks, the premium beer and cider company, has rebranded its Peacock cider brand, and it will be available to pubs, bars and restaurants from the beginning of March.
The new bottles of either Apple or Mango & Lime cider look very different to the previous ones and, say Kingfisher, feature a new take on the Peacock bird “to inject some additional character to the brand”. To support the rebrand they will be running trade initiatives throughout the year include a ‘Peacock Lottery’ where customers will be entered into a prize draw to win free stock, premium POS or vouchers for online stores or experience days.
Current trends impacting the cider category are encouraging for Peacock. In recent years the flavoured cider category has seen consumers increasingly shift towards packaged products over draught, and the sales of each in the on-trade are now fairly evenly matched.
Andy Sunnucks, Senior Brand Manager at Kingfisher Drinks, said, “Although Peacock is probably best known within the Asian dining occasion as a complement to spicy food, it’s also a great cider in its own right which is regularly found in a growing number of outlets. We’ve recently carried out a survey with OnePulse which showed 60% of cider drinkers prefer flavoured cider and 87% are happy to pay more for a better-quality product, so we’re confident this new look will broaden the consumer appeal still further.
“To support the rebranding, we’ll be running a large social media campaign to drive awareness and for outlets we’re introducing a new range of POS material, including eye-catching new glassware, so would encourage pub, bar and restaurant owners to stock up and give it a try.”
