Parfetts expands own-brand cider range with Lancer White

Parfetts has expanded its own-brand cider range with the launch of Lancer White.

The new range joins existing products Lancer Original and Lancer Black.

Lancer White is available in several price-marked formats, including 24 x 500ml cans (£1.35 PMP), 12 x one-litre bottles (£2.49 PMP), 6 x two-litre bottles (£4.99 PMP) and 4 x 2.5-litre bottles (£5.89 PMP), giving stores flexibility across different pack sizes and shopper missions.

Produced in the UK in collaboration with Aston Manor Brewery, Lancer White features a distinctive silver-and-blue design on cans and bottles to stand out on shelves.

Parfetts said the launch reflects the continued importance of strong cider within the convenience channel, with the segment accounting for 31% of total cider sales across the wholesaler’s depots in 2025.

Mike Kerrigan, own brand manager at Parfetts, said: “White cider remains an essential part of the core range for many convenience retailers, so it was important that Lancer White delivers both strong value and dependable quality. The range has been developed to provide competitive shelf pricing while helping retailers maximise their profit return.

“Our own-brand strategy continues to focus on giving retailers reliable products that perform well in store, deliver great margin and meet everyday shopper demand.”

The launch is timed ahead of the Easter bank holiday trading period, traditionally one of the busiest times for beer and cider sales.

Lancer White forms part of Parfett’s wider expansion of its own-brand portfolio, which now spans more than 250 lines, with significant development planned for 2026.