Aspall Cyder has launched a new super-premium berry-flavoured cider, Aspall Blush Cyder, which will be available to on-trade venues in 50 litre keg format from mid-June. It blends sweet blackberry with Aspall Cyder and is aiming to bring a more refined fruit-flavoured cider to the market to appeal to a broader consumer audience.
With one in four pints of draught cider sold being fruit cider, the Aspall Cyder team believes it has identified an opportunity to drive even more sales by offering a super-premium option to cater to drinkers looking for something more refined.
The launch will be supported by a targeted social media activation and sampling activity at festivals and events over the course of the summer. Venues will also be able to access materials including branded menus, handles, table talkers and posters to raise awareness and encourage consumers to try something different.
Karen Albert, brand director for premium brands at Molson Coors Beverage Company, said, “Premiumisation is driving growth across the alcohol category, and cider is no different. There is a clear gap in the market for a super-premium draught fruit cider. As the number one super-premium cider brand in the on-trade, Aspall Cyder is already popular with consumers, making it perfectly placed to help our on-trade customers make the most of this opportunity and drive further growth for the brand.
“We expect Aspall Blush to be a big hit this summer and will be working with venues to help them make the most of the opportunity it brings.”
Stuart Ayre, marketing controller for cider at Molson Coors Beverage Company, said: “Berry flavours still remain the biggest sub-sector of fruit cider, and it’s a category that we know performs well over the summer months.
“Aspall Blush offers a refreshing drink to be enjoyed on its own, or a perfect accompaniment to summer dishes. We would recommend venues try pairing it with smoked salmon dishes or sharp fruit-based puddings like tarte au citron for a perfect taste combination.”