Aspall launches their first pub cider garden :: Print Version

Aspall launches their first pub cider garden

August 10 2010

Aspall has established a partnership with the premium food-led pub group Geronimo Inns to launch the first Aspall’s pub cider garden as part of its £1m investment into the brand this year.

The first Aspall Cyder Garden has been planted at the Fentiman Arms, South London, and will enable consumers to enjoy cider outdoors this summer accompanying the pub food on offer and thereby establishing a closer association of the category with food.

The Aspall Cyder Garden has been designed to reflect the company’s long Suffolk heritage and has been planted with crab apple trees to give a real countryside experience. Customers will enjoy their drinks under the shade of black and gold Aspall-branded parasols, while a bespoke outside bar has been built with Aspall Draught Suffolk Cyder and Aspall Peronelle’s Blush on separate swan neck fonts, served in branded Aspall goblets and new branded tall glasses, complimented by bar runners and staff T-shirts.

The Aspall experience continues inside the pub with Aspall Peronelle’s Blush on tap. Inside and out bespoke PoS material supports the new partnership with signage including a new A-Board with text "The Aspall Cyder Garden at the Fentiman Arms”; framed pictures depicting an aerial shot of the Aspall site in Suffolk and shots of apples; and finally anchor signage in the bar to the Aspall Cyder Garden.

Aspall commercial director, Geoff Bradman, says: 'Our Aspall Cyder Garden brings a real taste of the Suffolk country into the heart of the city. Sitting amid apple trees will reinforce the fact that all Aspall cyders are made from 100% apple juice to give them their exquisite taste profile.

'We are already planning to open additional Aspall Cyder Gardens from 2011 to encourage consumers to associate the category with food while making the most of pubs’ outdoor space.”

Said Geronimo Inns commercial director, Ed Turner: 'We've always wanted to have a cider garden, where the pleasures of freshly cooked food and a good-looking garden can be entwined with a collection of fine ciders. The Fentiman has a garden that has matured into the perfect venue and the team at Aspall, who have supported Geronimo for almost ten years, have the best cyder to oil this dream!'