Peacock Cider unveils its new plumage in a bid for wider market share

Kingfisher Drinks, the company that grew up around India’s Kingfisher beer, has relaunched its Peacock Cider brand with an eye on claiming a bigger share of the burgeoning premium cider category.

Available to pubs, bars and restaurants from the beginning of March, the modernised Peacock look further aligns the brand with the Kingfisher Drinks’ new focus on a wider premium portfolio.

The new Peacock bottles, in either Apple or Mango & Lime flavour, are said to look very different to the previous packaging, featuring a new take on the Peacock bird to inject some additional character to the brand.

To support the rebrand, Kingfisher Drinks will be running initiatives with the trade throughout the year, including 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.

Senior brand manager at Kingfisher Drinks, Andy Sunnucks, 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.

Sunnucks concluded: “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.”