Product Launch - Heineken's Blind Pig spirit-cider

Heineken's Blind Pig

Category - Cider, with spirit flavour, 4% abv

Available - From this month

Location - UK, on-trade, in London, Birmingham, Glasgow, Leeds and Brighton

Price - RRP of GBP4.95 (US$7.54) per 50cl bottle

Distribution - Heineken

Heineken has launched a spirit-flavoured cider in the UK on-trade that takes its name from a Prohibition-era ritual. Blind Pig, which has been released in 27 bars in the country ahead of a wider roll-out this year, will come in three flavours: Bourbon & blueberry, whisky, honey & apple, and rum & poached pear.

The brewer has launched a website for the brand, but is not expected to launch a major marketing campaign behind the release, according to UK publication Marketing today.

Heineken also owns the Desperados spirit beer brand, adding Desperados Verde to the UK portfolio last year.

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