SHS Drinks is bringing back Merrydown Dry, exclusively for the Impulse channel. This follows the cider’s withdrawal in 2017.
Packaged in a 750ml glass sharing bottle and with a fresh label design to complement that introduced across the whole brand last year, new Merrydown Dry will be available from mid-May. With screw-cap closures and trade units of 6- and 12-bottle shrink-wrapped trays, the relaunched product will be available at an RSP of £2.69.
The relaunch will be supported by on-shelf POS, trade mailers, and a social media campaign including giveaways and teaser posts.
With the reintroduction of Dry, the brand’s range now comprises three variants:
- Dry: ABV 6.8%; taste profile: dry (crisp and dry with an appley bite).
- Original: ABV 7.5%; taste profile: medium/sweet (smooth and fruity).
- Crisp Apple: ABV 5.5%; taste profile: crisp and light (30% less calories; only naturally sweetened with apple juice).
The Crisp Apple variant also has a £2.69 RSP, although the higher-strength Original cannot be sold for less than £2.82 in Scotland because of Minimum Unit Pricing legislation.
The 750ml resealable sharing format gives Merrydown a point of difference over most other bottled ciders which are sold in 500ml crown-cap bottles.
SHS Drinks believes that there is also an opportunity for impulse retailers to increase sales through merchandising more effectively as data and insights show that rates of sale of Merrydown have the potential to grow by 15-20% if it is positioned next to other heritage ciders such as Henry Westons, Thatchers and Aspall.
Amanda Grabham, Head of Brand Marketing – Alcohol at SHS Drinks, said: “Back by popular demand is an oft overstated claim but with Merrydown Dry it is wholly appropriate: trade stockists and cider-lovers really missed it, so we had a re-think and brought it back. We’re confident that Dry’s loyal fans and previous trade stockists will welcome it back with open arms.”
