Italian cider to hit pubs and bars next year

The company, a division of the C&C Group, which also owns the Gaymers and Magners brands, launched Hornsby, a US style cider, in August.

The new Italian offering, Montano, is made from apples grown in the Dolomites, and is aimed at premium bars and restaurants.

Dynamic markets​

The brand taps into the popularity for world beers and ciders, as well as craft drinks, three of the most dynamic categories in the drinks market.

“Cider used to be seen as a very traditional, English drink however the landscape of cider has changed significantly in the past decade”, said marketing manager Andrew Cross.

“Although Britain still drinks more cider than the rest of the world combined, there are emerging overseas markets and these markets are introducing their ciders to the UK with great success.”

Sharing size ​

It will be distributed exclusively in the on-trade, with a focus on premium bars and restaurants. It will come in a 660ml sharing bottle, as well as a 300ml bottle.

“To further drive awareness and engagement we have developed a collection of support materials including Italian inspired glassware, and are rolling out a programme of staff training, education and consumer sampling.

“With such a great story to tell, the key is bringing Montano to life not just for consumers but also for our customers and bar staff,” said Cross.

Tasting notes​

The cider is said to be an “elegantly sparkling, fruit driven, medium-dry cider with a refreshing, crisp finish.”

It can be drunk on its own or with “light food dishes,” said the company.

Crafty cider​

Two weeks ago The Shepton Mallet Cider Mill unveiled a new look for its Addlestones brand, in a bid to tap into the growth in craft drinks, it said.