Westons is adding a new berry-flavoured variant to its hugely successful Mortimer’s Orchard super-premium cider brand as it adds further breadth to the top end of the cider market.
Mortimer’s Orchard – English Berry Cider is a sparkling, clear, berry-coloured cider made from a unique blend of bittersweet, sharp and sweet apples, which is matured in Westons traditional oak vats before being blended with berry fruits to deliver an exceptionally flavoursome and refreshing cider. The 4% abv cider is exclusively available on draught to the premium on-trade from May onwards. As part of an extensive launch programme Westons is working with Mitchells and Butlers to showcase the new cider in a number of its premium outlets over the summer months.
Tessa Holden, Mortimer’s Orchard brand manager, says: “We are really excited to be launching Mortimer’s Orchard – English Berry Cider in time for the summer. The launch follows our market insight and research which has identified that whilst draught fruit cider is growing spectacularly at 85% year-on-year*, there is a limited super-premium offering within draught fruit cider.
“Mortimer’s Orchard – English Berry Cider will help to establish a super-premium segment within draught fruit cider as well as further driving the growth of the Mortimer’s Orchard brand through a new product offering which will bring new consumers into the market.”
Mortimer’s Orchard was first launched in 2013 and is now listed in over 1,000 outlets and is growing at 30% year-on-year.