Aspall to launch its first ever new cyder brand

The new range, Waddlegoose Lane, is also the company’s first move into bag-in-box cider.

The brand started out life as a limited edition cider for last year’s JD Wetherspoon cider festival and was so popular it sold out.

It is making a return for this year’s festival, which starts tomorrow (11 to 27 July) with a new-look, after which it will be rolled out across the on and off-trade.

The still cider brand is labelled as produced by, “Hall Farm, Aspall” and takes its name from a small lane that lies just outside the cidermaker’s Suffolk property.

“Our perception is that there is a gap in the market between premium and mainstream ciders that this new brand can fill,” explained Henry Chevallier Guild, one of the two brothers who now run the eighth generation family business.

“This will take us into parts of the market we were never able to play in before, not least the myriad of beer and cider festivals that take place up-and-down the country.”

The move has been made possible by a multi-million pound round of investment over the last two years, which includes new bag-in-box filling facility, as the company looks to double capacity.

The four Waddlegoose Lane ciders are all named after old Suffolk birds and comprise: Spadger (4.5% ABV), King Harry (7.4% ABV), Hayjack (2.8% ABV) and Woodsprite (5.8% ABV).

In March Aspall unveiled a new look and promised a raft of new products this year, following a period of investment in the business to double capacity.