First spirit-flavoured cider to hit the market

Taking its cue from  the recent growth in “speers”, spirit flavoured beers, the company has launched Manzana Loca, a 5.5% ABV blend of Herefordshire cider, tequila and lime.

The Publican’s Morning Advertiser is aware of other companies also looking at the opportunity in the coming months, as the cider category looks to make a shift into late evening and higher energy drinking occasions.

“Manzana Loca bridges two expanding drinks categories which are driving sales in the on-trade - flavoured ciders and spirit-flavoured beers and RTDs,” said managing director Dan Bolton.

“All our proven experience in developing innovative drinks brands for the on-trade has gone into creating an RTD that offers a genuine point of difference. “

The drinks should be served chilled with a wedge of lime in the bottle. It is said to be less sweet than most flavoured ciders and more refreshing than spirit beers.

“By avoiding clichéd  ‘cactus and sombrero’ imagery  in favour of bold, modern graphics on both the bottle and supporting POS,  we’ve also given Manzana Loca a strong visual appeal which will help encourage trial and build sales in busy pubs and bars,” Bolton said.

 This launch will be Hi Spirits first foray into the cider market and will be the only LAD brand in its current portfolio.

In 2009 the company launched a fizzy sambuca RTD called Longshots, which was sold in JD Wetherspoon, but it was later withdrawn.