English Berry Cider, which has a 4% ABV, will be available on draught from this month (May) as part of the cider maker's launch programme, which will be showcased at Mitchells & Butlers' premium outlets over the summer.
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Mortimer’s Orchard brand manager Tessa Holden lauded the latest addition to the cider maker’s portfolio, just in time for summer and outlined how the new product fills a gap in the market.
Growth of draught fruit cider
She said: "The launch follows our market insight and research, which has identified that while draught fruit cider is growing spectacularly at 85% year on year (according to CGA on-premise measurement service, moving annual total to February 2017), there is a limited super-premium offering within draught fruit cider.
“Mortimer’s Orchard English Berry Cider will help establish a super-premium segment within draught fruit cider as well as further driving the growth of the Mortimer’s Orchard brand through a new product offering, which will bring new customers to the market.”
Mortimer’s Orchard was first launched in 2013, is now listed in more than 1,000 outlets and is growing at 30% year on year.
Cherry-flavoured cloudy cider
This isn’t Westons’ first foray into fruit cider this year as in March it expanded its portfolio with a new cherry-flavoured cloudy cider.
Rosie’s Pig Rusted Wheel comes in a 10-litre, fridge-friendly, bag-in-box format with a 4% ABV.