Aspall Cyder has unveiled a new super-premium cider in a 330ml can as it looks to grow its reach to new consumers and occasions.
Aspall Crisp Apple Cyder has a light, crisp apple flavour, with a lower ABV than the rest of the Aspall range in the off-trade (4.5%).
It is the first Aspall product in a sleek 330ml can, available in four- and 10-can multipacks.
The launch will be backed with a dedicated marketing and PR campaign running throughout the spring and summer months, alongside in-store activities, building on the brand’s ‘Cyder Made Finer’ campaign across its wider portfolio.
The innovation was well received in trials among both traditional cider drinkers and RTD cocktail fans – with almost two-thirds (63%) of people that would usually drink RTD cocktails saying they would definitely or probably purchase the new product.
Can formats currently make up two-thirds (67%) of cider sales, but Aspall says it has identified a gap in the market for a super-premium canned cider, bringing a more sophisticated alternative to larger cider can formats currently available on the market to attract a broader range of consumers.
Stuart Ayre, Marketing Controller for cider at Molson Coors Beverage Company, said: “Our new Aspall Crisp Apple Cyder is light and refreshing, retaining the distinctive flavour qualities of our 300-year-old Aspall brand, whilst broadening its appeal to new consumers, in new drinking occasions through an accessible format, lower ABV and crisp finish.
“Feedback from consumers so far shows that they love the taste and the premium feel of the cans, so we’re confident that it will be a hit.”
