Scottish & Newcastle is launching a new cider through its UK unit Scottish Courage. The company announced today (5 July) that Strongbow Sirrus, a 5% ABV, triple-filtered packaged cider, will be available from August in the on- and off-trade sectors where it will be available in 275ml and 500ml bottles.

The cider is primarily targeted at the core audience of 18-30 year old males, Scottish Courage said.
 
In a statement, Kirsten Ogilvie, marketing manager - Ciders said: "Spearheaded by our flagship cider brand Strongbow, we operate a powerful portfolio of cider brands that has contributed to a market which continues to grow share and value.

"The launch will be supported with a significant level of marketing investment to help the brand realise its full potential.

The Strongbow Sirrus launch will be backed with a GBP5m through-the-line marketing campaign and heavyweight consumer sampling activity in major conurbations across the UK, Scottish Courage said.

S&N currently controls two-thirds of the growing UK cider market after its purchase of Bulmers in July 2003.