Keeping it in the family

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Related tags: Suffolk, Norfolk

The world's oldest commercial cider maker still in family hands, which lists military hero Lord Kitchener as a former fan of its products, has...

The world's oldest commercial cider maker still in family hands, which lists military hero Lord Kitchener as a former fan of its products, has returned to the on-trade after an absence of more than three decades. Aspall Cyder, which was established by the Chevallier family in 1728 and continues to be run by direct descendants of the founders, has launched a draught variant of its award-winning bottled cider to celebrate its 275th anniversary this year. The company has rolled out a 5.5% abv dry draught cider in an 11-gallon keg to selected pubs in East Anglia and London. Aspall believes the product is unique by virtue of its 98% freshly-pressed apple-juice content. It will retail at around £2.50 a pint and is already listed in 39 pubs across Suffolk and Norfolk following a successful trial. Suffolk-based brewer and pub operator Adnams has listed it in a number of its pubs. The cider is also available through pubs run or supplied by Suffolk brewery Earl Soham. Many of the pubs listing the product are reporting significantly higher rates of sale than the main cider brands. The new draught product has been developed as a lower strength variant of the bottled product, but is said to retain all of the character and flavour. The company is one of only a handful of English producers to make exclusive use of freshly-pressed English apple juice and it does not use concentrates, glucose syrups or imported juice in any of its products. Aspall sales and marketing director, Barry Chevallier Guild, comments: "The launch of a new draught product represents an historic moment for us in our 275-year existence. We are already planning a significant marketing support campaign to roll the product out across East Anglia and London.

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