The new super-premium cider will be available to the on-trade in 50-litre keg format from mid-June.
Offering notes of sweet blackberry with the brand’s classic Cyder flavours, Aspall stated the new serve aimed to “reinvigorate” the super-premium fruit cider category in the on-trade.
Molson Coors brand director for premium brands Karen Albert said: “Premiumisation is driving growth across the alcohol category, and cider is no different.
“There is a clear gap in the market for a super-premium draught fruit cider. Aspall Cyder is already popular with consumers, making it perfectly placed to help our on-trade customers make the most of this opportunity and drive further growth for the brand.
“We expect Aspall Blush to be a big hit this summer and will be working with venues to help them make the most of the opportunity it brings.”
The launch will be supported by a targeted social media activation and sampling activity at festivals and events over the course of the summer.
Perfect taste combination
On-trade venues will also be able to access PoS materials including branded menus, handles, table talkers and posters to raise awareness and encourage consumers to try something different.
Molson Coors marketing controller for cider Stuart Ayre said: “Berry flavours remain the biggest sub-sector of fruit cider, according to data from CGA, and it’s a category that we know performs well over the summer months.
“Aspall Blush offers a refreshing drink to be enjoyed on its own, or a perfect accompaniment to summer dishes.
“We would recommend venues try pairing it with smoked salmon dishes or sharp fruit-based puddings like tarte au citron for a perfect taste combination.”