Heineken has launched a new cider brand inspired by the Prohibition era.
Blind Pig is a four-strong range of spirit-flavoured ciders comprising: Bourbon & Blueberry, Rum & Poached Pear, and Whiskey, Honey & Apple
The company has created a series of "perfect serves" for the ciders, which take their cue from vintage cocktails (see below for suggestions).
It is hoped the serves will help the new range stand out in what has become a crowded sector of the cider market.
A range of PoS including glassware, aprons, chalkboards and ice-troughs, will also be distributed to stockists in a bid to drive awareness and trial this summer.
The brand takes its name from the speakeasies of the day, which were sometimes known as Blind Pigs.
"If you were to bottle some of the character, grit and bold spirit of that era, you'd surely have something pretty close to Blind Pig," said a spokeswoman for the brand.
Cider and the prohibition era are proving an inspiration for drinks manufacturers this year. In April Halewood International added to its Bootlegger range with an Apple Beer.
Blind Pig Bourbon & Blueberry
Serve over ice with a scattering of blueberries and a twist of lemon peel for timeless class with rakish charm
Blind Pig Rum & Poached Pear
Bring a warming touch of the exotic to, by pouring over ice before garnishing with a wedge of lime and mint leaves
Blind Pig Whiskey, Honey & Apple
Try an "Old Fashioned" approach when it comes to serving this one – on the rocks, with orange and apple slices, and a glaze of honey