May 22, 2018
The world of Cider is constantly changing, so it is vital for cider companies to keep up with trends in order to meet consumer demands. The introduction of Cornish Orchard’s new premium Dry Cider is bound to get people talking and taste buds tingling.
Founded by Andy Atkinson, Cornish Orchards has been making award-winning ciders from 100% freshly pressed apples since 1999.
Based at Westnorth Manor Farm in Duloe, which is near Looe on the South Cornish Coast, their team of highly passionate cider makers work harmoniously with the seasons to create a range of apple based ciders that are hand-blended, fermented and matured throughout the winter months right here on the farm.
Introducing the New Dry Cider
Consumers today look for brands that offer more in in terms of quality and provenance and are willing to pay higher prices for these products.
Cornish Orchards noticed a gap in the market for a premium cider that met the taste requirements of a traditional cider drinker, yet had an appeal to your modern day cider drinker.
Using their passion for cider making, the team set out to create an exceptional and refined dry cider with a typical Westcountry Character which was the perfect way to bridge that gap.
Tasting notes
The dry cider is made from a blend of bittersweet and dessert apples that have been specially selected for their soft tannins and traditional flavour giving the cider a long dry finish; a perfect choice for those seeking a natural tasting, dry apple cider.
The 5.2% dry cider is currently available in 500ml bottles and 50 Litre keg and has become a premium serve for many restaurants and bars across the Duchy and beyond.
Andy Atkinson, Founder of Cornish Orchards says, “This new Dry Cider meets the fundamental needs of consumers in this ever-evolving marketplace. Cornish Orchards now have this unique premium product that is highly sessionable and can be thoroughly enjoyed all year round. I am excited to see this product take off as I know it will.”
Cornish Orchards Dry Cider is now available to purchase through key distributors or online at www.cornishorchards.co.uk alongside their current range of ciders and soft juices.
May 21, 2018
Aston Manor, the UK’s largest independent cider maker, has been crowned the best Food and Drink Manufacturer at the Made in the Midlands awards.
The company impressed the judges with its “shrewd investments in innovation and branding”. Aston Manor beat competition from six other food and drink businesses after demonstrating its commitment to the region and credentials as an outstanding cider supplier. They will now enter the national awards, Made in the UK, with other regional winners from across the UK.
Aston Manor has been making cider in the Midlands for 35 years. The company has its headquarters and logistics hub in Birmingham, its state-of-the-art pressing facility in Stourport-on-Severn and orchards across Worcestershire and Herefordshire. It has recently invested significantly to expand the business and ensure its manufacturing processes are seamless and environmentally friendly. Further, Aston Manor has committed to planting up to 400,00 new trees in Midlands orchards and in doing so agreed 25-year contracts with farmer and grower partners.
Picking up the award, Justin Way, marketing controller at Aston Manor, said “This is great recognition for Aston Manor, with the judging panel praising our approach to innovation, environmental sustainability and consistent investment in people and manufacturing capability to maintain the highest standards. We look forward to competing with other regional winners at the upcoming Made in the UK awards.”
Aston Manor was also shortlisted in the Manufacturer of The Year for companies with a turnover below £25m category.
The Made in the Midlands awards took place on Thursday 10 May at the Macdonald Burlington Hotel in Birmingham and was hosted by actor, writer and presenter Alexis Conran. The prestigious regional ceremony is now in its seventh year and recognises the innovation and excellence from across the Midlands in nine separate categories.
For more information about the Made in the Midlands awards and for a full list of winners, please visit www.insidermedia.com/event/made-in-the-midlands/coverage.
May 18, 2018
Magners has launched “Think 100% Irish”, a new campaign to encourage people to adopt the Irish ethos and see the silver lining in any situation.
Think 100% Irish has been created to encapsulate not only Magners’ impressive 80 year history producing cider from their County Tipperary home, but the Irish way of life, which is as much a part of the cider as the apples grown at the 150 acre onsite orchard.
The new campaign will kick off with a series of targeted online ads, which use every day observations and relatable situations to introduce how you could Think 100% Irish’ and look on the sunny side of life.
For example, you might have a boring office job – but at least you get paid to scroll Facebook. You might be worried you don’t quite ‘measure up’ – but don’t think it’s tiny – it’s fun size!
The adverts show a Magners pint glass which has been filled half way, sitting on a table in an outdoor sunny cider garden. They make light-hearted observations about everyday situations in a glass half full / half empty style.
This creative ties in perfectly with Magners’ sunny outlook and heroes the refreshing drink, and iconic over ice serve Magners is famous for.
Over the coming months, Think 100% Irish will be rolled out to include reactive stunts, experiential and festival activations.
The light-hearted new campaign is set to engage drinkers, showing them the silver lining to any situation, and encourage them to adopt the Irish outlook.
Janette Murray, Brand Manager of Magners UK said: “This is an exciting year for Magners. We wanted to inject some of that twinkley-eyed humour and love of a great laugh that the Irish are famous for. We’d like to encourage cider fans to follow our lead and look for the silver lining in everyday situations.”
“Our quirky new campaign won’t ask drinkers to start hugging trees or strangers in the street in a quest for positive vibes – but it will give them a laugh and help them see that modern life isn’t so bad.”
“We’ll be introducing the campaign to consumers in the coming weeks and taking advantage of every possible opportunity to help drive sales through the tills in both the on and off trade throughout the UK. Magners will also be present at 11 festivals across the country throughout the summer where I’m sure there will be plenty of occasions for consumers to try out their new Magners mindset.”
May 3, 2018
SHS Drinks is broadening its heritage cider offering this summer with the reintroduction of Merrydown Dry. With glass-bottled apple ciders currently growing at an extremely robust +14.5%1 in the impulse channel, the Company believes that it’s the perfect time to launch a new product and grow the Merrydown range to a total of three complementary variants.
This latest development from Britain’s fastest growing and No.1 sharing cider2 will provide a boost for the impulse sector’s £76 million glass bottled cider category3 and result in a range of Merrydown cider styles able to meet a host of consumer needs and occasions.
The reintroduction of Merrydown Dry will address the joint demands of both consumers and trade stockists who were disappointed to see it withdrawn in 2017.
Packaged in the distinctive Merrydown 750ml glass sharing bottle and with a fresh label design to complement that introduced across the whole brand in 2017, new Merrydown Dry will be available from mid-May. With screw-cap closures and trade units of 6 and 12-bottle shrink-wrapped trays, the relaunched product will be available in the impulse sector at an RRP* of £2.69.
Merrydown Dry is a refreshingly crisp cider with a distinctive appley bite; it is made with the same perfect Sussex blend that has been delighting cider-lovers for decades.
Like all members of the Merrydown family, Dry contains no artificial sweeteners, colours or flavours and is both vegetarian and vegan-friendly. Merrydown ciders are made from hand-picked eating apples, as opposed to the bitter-sweet cider apples used by most producers. Merrydown’s apples are pressed within 24 hours to ensure maximum freshness and then double filtered to guarantee a crisp finish.
The relaunch of Merrydown Dry will be supported by on-shelf POS, trade mailers, and a social media campaign including giveaways and teaser posts. Support for the overall brand celebrates the ‘Merrydown Moment’ at the end of the day when cider-lovers want to sit down, relax, unwind and share a treat, and employs the strapline “Love your Merrydown time.”
With the reintroduction of Dry, the brand’s range now comprises three variants:
- Merrydown Dry: ABV: 6.8%; taste profile: dry (crisp and dry with an appley bite).
- Merrydown Original: ABV: 7.5%; taste profile: medium/sweet (smooth and fruity).
- Merrydown Crisp Apple: ABV: 5.5%; taste profile: crisp and light (30% less calories; only naturally sweetened with apple juice).
All three Merrydown ciders have the same £2.69 RRP* and are packaged in 750ml screw-cap bottles and sold in 6 and 12-pack trade units. The 750ml resealable sharing format gives Merrydown a point of difference over most other bottled ciders which are sold in 500ml crown-cap bottles.
Merrydown was created in 1946 by three friends who shared a passion for cider-making. Now, as in the beginning, the focus is purely on producing high-quality apple ciders. In the impulse channel, glass-bottled apple ciders are growing at +14.5%1, whereas bottled flavoured ciders are declining by -3.1%1; the reintroduction of Merrydown Dry will drive further apple cider growth.
Amanda Grabham, Head of Brand Marketing – Alcohol at SHS Drinks, says: “Back by popular demand is an oft overstated claim but with Merrydown Dry it is wholly appropriate: trade stockists and cider-lovers really missed it, so we had a re-think and brought it back. We’re confident that Dry’s loyal fans and previous trade stockists will welcome it back with open arms.
“Merrydown was created over 70 years ago by three founders each with different strengths and qualities and it’s great to see the current Merrydown portfolio now contain three high-quality variants, each with its own strengths and characteristics.
“Lighter, lower strength, lower-calorie Merrydown Crisp Apple has tapped into the trend for moderating consumption; award-winning best-seller Merrydown Original has focused on its heritage and quality cues and is currently growing volume at over +38% in impulse1; and the reintroduction of the much-missed Merrydown Dry variant will fuel further growth in the buoyant glass bottled apple cider segment in the convenience sector.
“With the sought-after return of Merrydown Dry, consumers can now relax and enjoy their Down-time with some extra dryness,” concludes Grabham.
Source1: Nielsen Scantrack GB – Impulse Glass Bottled Cider volume (L) 12 weeks to 24.03.18
Source2: Nielsen Scantrack GB – Grocery Mults Glass Bottled Cider value (£) 26 weeks to 27.01.18
Source3: Nielsen Scantrack GB – Impulse Glass Bottled Cider value (£) MAT to 24.03.18
Source4: Nielsen Scantrack GB – Impulse Glass Bottled Cider volume (L) MAT to 25.02.17
* Recommended Retail Price
