I think I've read somewhere about this particular brand, Kopparberg, working tremendously hard to establishing themselves in UK and it seems if they have succeded. I reckon it's more a mouth-to-mouth thing in AUS.
They've done a decent job of it over here. Most off-licenses that sell any cider will sell Kopparberg.
You may be right about the gender divide in pub drinking, Lobby, but if you're in college and at a house parties, those norms tend to go out the window. Even canned beers which can taste good in a pub, such as Guinness, are just watered down and bitter, so if you're going for a non-spirited alcoholic drink which tastes good, you'd settle on a cider, and so it's very common to see males drink ciders if they're willing to spend a bit more for something tasty. It's more alcopops which tend to be marginalised as being, to put it crudely, "just for girls", and even then I rarely see women drinking alcopops.