Mr Hogg said official safe drinking guidelines recommend that adult males drink no more than 28 units of alcohol per week and a three litre bottle of White Lightning contains 22.5 units. "One three litre plastic bottle of white cider contains almost the full recommended weekly alcohol intake for a male drinker." Created from the same ingredients and distillation process as regular White. "Things need to change and people need to think very hard about pack size and pricing. packaged cider packaged coolers packaged pre-mixed packaged pre-mixed. "It is essential that everyone involved in the manufacturing and sale of white cider takes a far more responsible approach. Keith Hogg, the sales managing director for off-trade, said: "As the clear category leader in cider, we are taking a very responsible step by removing all extra free on our plastic cider packs. It said it was going to end its policy of offering 50% extra free on plastic bottles of White Lightning and Symonds Original and 25% extra on Strongbow and Woodpecker. Scottish Courage is owned by Scottish and Newcastle which also owns the cider-maker Bulmers. The company said the move was geared towards encouraging responsible drinking and restoring value to the cider drinks market.īottles of White Lightning, Symonds Original, Strongbow and Woodpecker will be two litres maximum from January. Scottish Courage has announced that it plans to scrap its "supersize" three litre bottles of cider. The National Association of Cider Makers has also come out strongly against minimum pricing.The company said it wants to promote responsible drinking While companies such as Molson Coors have joined C&C in supporting the move others, such as Heineken, remain firmly opposed. The industry remains divided over minimum pricing. Forget your Bulmers’, Kopparbergs and Rekorderligs, back in the 90s there was White Lightning. So we need to deal with that and this shows a radical government, not frightened of taking big decisions, rolling up its sleeves and getting on with the job,” he said. Everyone’s parents had a bottle, and we drank it cos it was free. “It’s mad when you can buy cans of lager for 25p or two litres of cider for less than £2. Just a couple of weeks before the proposals were announced, prime minister David Cameron made it clear that he considered this type of drink an issue. The cheap white cider category was clearly a target for the government as it drew up its plans for a minimum booze price. The C&C spokesman hailed this move as having showed leadership. In 2010, Heineken stopped production of the most infamous white cider brand, White Lightning, saying at the time that the category “continued to attract negative headlines and is still associated with a park-bench mentality”. However, rather than withdraw products such as Diamond White immediately, it was looking to adjust its portfolio to have the minimum impact on employment. Enjoy your favorite seasonal flavors like our Peppermint Stick, Cookie Butter and Snow Mint Mocha (available hot, iced, or frozen), or try our new Crimson. He also cited other examples, such as a three-litre bottle of cider priced at £3, which would end up costing £8.80.Ĭ&C was looking at the products it sold in light of the changes in the legislation and changing consumer trends towards more premium and craft ciders, he added. With an abv of 7.5%, this contains 15 units of alcohol and could not be sold for less than £6. crispy hand-breaded pretzel-crusted chicken breasts served with apple cider slaw, warm bacon potato salad + dijonnaise. The government’s plans for minimum pricing on alcohol will be the death knell for white cider, a leading cidermaker has admitted.Ĭ&C, the UK’s second-biggest cider producer, said there would probably be no white cider left on sale in the UK in the wake of home secretary Theresa May’s announcement last month of plans for a 40p per unit minimum pricing on alcohol to tackle the rise in drink-related health and social problems.Ī C&C spokesman, who emphasised C&C’s support for minimum pricing, said the dramatic impact on price would mean the controversial white cider would no longer be “commercially viable”.Ĭ&C’s white cider brand Diamond White currently sells at an average price of £3.79 for a two-litre bottle.
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