Heineken to launch cider this summer
Heineken is to launch a cider in May. Heineken's marketing director Sharon Walsh, inset, says the as yet unnamed brand will have a budget of €20m over five years.
Ireland's cider market is valued at €366m. Drinks giant Diageo tried to crack it in recent years with major marketing campaigns on brands like Hudson Blue, but despite their best efforts, Bulmer's remains the market leader.