Iconic Diamond White to be introduced in a new £1.25 price-marked can

The 6th largest canned cider brand in UK Symbol and Independent convenience retailers* extends its range with the launch of a new price-marked can.

Dynamic drinks company Brookfield Drinks is introducing its iconic Diamond White triple-filtered, refreshing cider in a £1.25 price-marked 500ml can format to encourage additional sales of the leading canned cider. Currently available in a 500ml non-PMP can, and a £3.50 PMP 2L PET, the brand is looking to further appeal to independent and convenience shoppers by launching a new price-marked pack that will communicate the price point and offer increased price transparency, a growing requirement for shoppers. The popularity of price-marked products is increasing, as consumers look for better value. The change in UK consumer attitudes means that lines that offer premium quality at a reasonable price are in demand, as shoppers are keen to make their money go further. Price-marking works particularly well on strong, recognisable brands, allowing retailers to communicate product pricing using a trusted mechanic.

Diamond White was relaunched in September 2015, being introduced with a modern, attractive packaging design, reinforcing its premium positioning. Supported by a new online presence and continued marketing activity, Diamond cider continues to be a preferred brand for independent retailers looking to grow their cider sales. The pioneer of the premium packaged cider category, Diamond White has maintained a loyal consumer base since launch in the 80s and is attracting new cider consumers that are looking for a refreshing, appealing and adaptable offering. Triple filtered for a purer taste, and to create the clearer liquid, Diamond White is enjoyable served chilled or over ice. Offering a lower alcohol alternative to wine, Diamond White is also a great choice for a cider cocktail mixer, appealing to the increasing trend for making cocktails at home. Diamond White has a lower calorie and sugar content than many other ciders available, and is suitable for vegans; for those increasing numbers who are seeking such features, Diamond White provides them in a no-nonsense manner – as clear and distinctive as the cider itself.

The brand has recently been extended to include Diamond Black, a premium artisan dry, amber cider available in a 500ml can pack format. This product appeals to the growing number of cider consumers looking for alternatives in this burgeoning sector, a dry amber cider giving them a superior crafted taste experience. Operating under the renowned Diamond cider brand, both products are ideal choices for retailers looking to expand their premium canned cider range and capitalise on the growing popularity of cider. Offering the consumer an instantly recognisable brand means that Diamond ciders are the obvious choice for retailers to stock in order to maximise their cider sales.

*source: IRI MAT Volume Data to 21.06.15


For more information contact:

Araminta Karol, Marketing Assistant, Brookfield Drinks


Telephone: 01234 783034

Notes to Editors

The Diamond White brand was purchased by Bedfordshire based Brookfield Drinks in 2013. The product is sold and distributed in the UK and internationally by Brookfield Drinks, which also owns Kestrel beer, Star Cider, and holds the distribution rights for Super Bock in England, Scotland and Wales. Brookfield Drinks recently introduced the Hanging Houses of Cuenca organic wine brand, offering an organic wine, at the same quality and price-point as a comparable non-organic alternative.

Brookfield Drinks was set up by former Wells & Young MD Nigel McNally in 2012, and is currently listed as one of the top 100 private businesses in Bedfordshire.