Heineken Ireland has made its formal debut in the Irish market with the launch of its first cider brand, Orchard Thieves.

Catering to the Irish palate, Orchard Thieves is made from a mix of crisp and tart apples.

Its media campaign is centered around a fox that is encouraging people to "be bold ".

Dubbing its new brand as "straight-up, instant refreshment with a contemporary and bold edge", the Dutch brewing company conducted extensive taste-testing with Irish consumers prior to the launch, which revealed an affinity for a cider that is "not too sweet, and not too dry ".

The new drink is available on draught, in pint bottles, 330ml bottles or cans in bars and off-licences nationwide.

Heineken marketing director Sharon Walsh was quoted by Businessandleadership as saying: "We’ve used our 125 years of cider making expertise to deliver a cider that we believe tastes exactly as a cider should taste".

Heineken Ireland earlier announced an investment of €20m over coming five years in its new cider brand.

One of the leading brewing companies in the world, Heineken has more than 190 breweries worldwide. Along with Heineken Lager Beer, it produces and sells more than 150 other international premium, regional, and specialty beers.