Magners Irish Cider has introduced a new version of its cider called Magners Rosé.
The light blush apple cider has been introduced on the back of the consumer appeal for pink gin and rosé wine and the popularity of rosé cider in other parts of the world.
To support awareness with the on-trade, POS kits will be available which include bespoke bar runners, table talkers and bar struts.
Throughout the summer, Magners Rosé will be available to try at a number of key events and outlets across the UK. The launch will be supported with a PR, social and advertising campaign using the strapline 'Your New Crush', to raise the profile.
Duncan Frew, commercial and marketing director at C&C said: "The introduction of Magners Rosé will certainly pique the interest of consumers across the UK. Tapping into the global trend for pink gin and rosé wine, its light blush colour, eye catching POS and bespoke glassware is sure to stand out both behind the bar and in hand.
"With the growth of rosé cider elsewhere around the world, we're confident that this delicious tasting Magners Rosé, will hold the same appeal. We look forward to becoming your 'new crush' this summer."
Magners Rosé is available in Scotland via Tennent's and Matthew Clarke from June and via Matthew Clarke in England and Wales as of July.