Heineken has unveiled a new spirit-flavoured cider range which it claims takes inspiration from American 1920s speakeasies.
Named Blind Pig, the range is available in three flavours – Bourbon and Blueberry; Whiskey, Honey and Apple; and Rum and Poached Pear.
Packaged in 355ml glass bottles, the cider is intended to be “served ice cold, straight from the fridge”.
Andrew Turner, on-trade category and trade marketing director at Heineken, described Blind Pig as a “premium cider offering which will stretch the cider category into later night, higher energy occasions in-outlet, as well as drive sales for our customers”.
He added: “At Heineken we’re committed to helping our customers drive growth into the cider category by offering new products which challenge the traditional cider rules, meaning new consumers will be encouraged to try the brand for occasions where cider isn’t necessarily considered.”