Diageo is again hoping to crack Ireland’s cider market by brand extending its Rockshore lager with the nationwide roll out of a new cider. Guinness’s owner has made attempts to compete with C&C’s Bulmer’s Irish Cider by spending big on the launch of Hudson Blue and Cashel’s ciders – but neither brand could challenge Bulmer’s, known as Magner’s overseas.
Rockshore Apple Cider will compete head-on with Bulmer’s but also must contend with Dutch brewer Heineken and its Orchard Thieves cider, which after just three years on the market has won a 12 per cent share. Heineken, which also has Applemans cider, is said to be planning to launch a third cider in the coming days, so the run-up to summer will be busy.
Bulmer’s share of cider sales dropped from 77 per cent in 2013 to 63 per cent in 2017.
In a statement issued by Diageo today, Rockshore Cider was described as a “light, crisp” and less sweet, alternative to what is already on the Irish market. The new cider will be available on draught and in bottle and cans. It will have a four per cent alcohol by volume (ABV). Ads across TV, out of home, experiential and PR will start in April.
BBDO Dublin created the Rockshore Lager ads with Carat handling the media.