Hobo Beer & Co enters cider category as Aspall acquires 'substantial' share

By Ben Winstanley

- Last updated on GMT

Aspall cider invests in new drinks brand

Related tags: Apple, Alcoholic beverage

Hobo Beer & Co is set to launch East Coast Cyder in cans across the on-trade as Suffolk-based cider company Aspall acquires a "substantial" share in the business.

The 5.1% ABV cider, which will be available in 330ml black cans, is a joint partnership between the two drink brands and will roll out across MEATliquor venues from the beginning of March, with more listings to follow.

"After many months in the planning stage, we are delighted to have finally launched Hobo East Coast Cyder in a joint venture with Aspall. Their knowledge of all things apple has enabled us to create, what we believe, to be the perfect cyder for all drinking occasions," Stuart Eskins, co-founder of Hobo Beer & Co, said.

Made from a selection of cooking and eating apples: Bramley, Gala, Cox, Russet and Jonagold, the cider has a "medium dry finish" with "traditional flavours" and a "delicate floral note".

For its part, Aspall will take on Hobo's Craft Czech Lager and East Coast Cyder products as part of its distribution, while Cask Liquid Marketing will continue its distribution of Hobo.

"Up until this point, the company has been built entirely on word of mouth with no money spent on traditional advertising," Ben McFarland, co-founder of Hobo Beer & Co, added.

"It's great to have a company like Aspall on board, which is fantastic in terms of its presence in the industry and great contacts."

East Coast Cyder is the second release from Hobo Beer & Co following Hobo Craft Czech Lager launched in 2012, which are both available to the on-trade now. 

Related topics: Cider

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