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Heineken to launch cider this summer

Heineken is to launch a cider in May. Heineken's marketing director Sharon Walsh, inset, says the as yet unnamed brand will have a budget of €20m over five years.

Ireland's cider market is valued at €366m. Drinks giant Diageo tried to crack it in recent years with major marketing campaigns on brands like Hudson Blue, but despite their best efforts, Bulmer's remains the market leader.