ICB's cider has an apple twist
ICB has launched possibly the first apple-flavoured version of a pear cider brand.
Reversing the trend for pear twists on apple drinks, ICB has introduced apple as an extension to its St Helier brand, along with a raspberry and lime flavour, available in 50cl and 1-litre bottles.
Joint managing director Paul Burton said St Helier Apple had a taste that "sets it apart from all other brands stocked in the UK".
He added: "The market has been very dynamic, attracting a completely new contemporary, independently-minded consumer group, a large percentage of whom are women looking for something clean-tasting and refreshing that they can savour over ice."
ICB has been supporting St Helier with a TV ad campaign in Northern Ireland
and Scotland and sponsorship of ITV's English football league highlights programmes.