Merrydown Cider moves into pubs and bars
The 70-year-old brand is being re-launched with new packaging and a focus on food as part of the on-trade push.
It is being aimed at the over 35s who make-up 60% of cider drinkers, said SHS Drinks which owns the brand.
“A lot of the growth (in bottled cider) is coming from NPD - new brands and flavoured ciders – but the vast majority of these new lines are aimed at 18 to 25-year olds,” explained head of brand marketing Amanda Grabham.
“However, the majority of cider consumers are over 35 and this is the audience we are aiming for with the new-look Merrydown.”
Just one Merrydown cider is being launched initially, a 6% ABV version of the classic 7.5% ABV cider, but the company is already looking at introducing the brand’s blackcurrant variant in due course.
A digital, poster, sampling and PR campaign will support the launch, concentrating on the cider’s food matching credentials.
“As Merrydown is made with eating apples rather than cider apples it goes really well with many foods, which is something we’ll be concentrating on in the on-trade and are looking to partner with chefs and licensees to do food matching and even using it in cooking,” Grabham said.
The bottled cider category is worth £715.5 million in annual sales in the on-trade – up by 12.5% over the past year while volume sales have increased by 6% (CGA MAT to week ending 15.6.13).
The Publican's Morning Advertiser is holding a Cider Trends Summit on 14 October. For more information on speakers and to book your space, click here.
