KBE Drinks has introduced a new flavour for Peacock, its award-winning cider brand.
Peacock Lychee & Lime is the first ever lychee-flavoured cider in the UK market. It contains sweet lychees which are balanced by zesty lime to refresh the palate, even after the spiciest of Asian dishes.
25p from the sale of every bottle will be donated to charity partners Hospitality Health, Hospitality Action and Only a Pavement Away.
To support the launch of Peacock Lychee & Lime, KBE Drinks will be promoting the charity link-up via consumer PR, heavyweight social media and Asian food bloggers and influencers.
John Price, head of marketing at KBE Drinks, comments: “It has obviously been an extremely challenging last 18 months or so for the hospitality industry, so we are delighted to team up with some of our charity partners on this launch and hopefully be making a significant donation to them.
“During lockdown UK consumers have been embracing new flavours and the lychee is growing in popularity, in part thanks to the Lychee Martini, so along with the current growth in popularity of fruit ciders in general, we are confident it will be well received by consumers.”
Peacock was launched in 2016 and is designed to partner the exotic flavours of Asian cuisine. As a result, the brand has already been embraced by many restaurant groups, such as Dishoom, Dim-T and Pho, but is quickly gaining wider popularity.
KBE Drinks was set up over 30 years ago to distribute India’s number one beer, Kingfisher, to the UK and throughout Europe. The last five years have seen a period of rapid growth as KBE Drinks has added a selection of brands from all over the globe including Sagres from Portugal, Dos Equis from Mexico and Lion from Sri Lanka.
The company has a comprehensive network of on-trade customers including restaurants, pubs, bars, hotels, sports stadia and festivals.