Westons launches ice cider on draught

Westons has launched a new cider brand coupled with an innovative draught ice serve in an attempt to continue the revitalisation of the cider category.

Westons Premium Cider with Cider Ice is served using technology akin to that used with extra cold lager and looks to heighten the experience by dispensing frozen cider into the drink.

"This product has no added water, just pure cider ice," said Roger Jackson, Westons' commercial director. "This means there is no question of dilution to lessen the flavour and no oversized glassware is needed to serve it."

The new 4.5 per cent cider has been specifically-designed to complement the cider-ice serve - particularly the amber colour which the brand owner believes highlights the ice crystals in the glass.

The dispense technology has been designed by specialist manufacturer IMI Cornelius. Westons has signed a three-year agreement with the company so it can provide 24-hour maintenance service for all stockists of the brand.

The product has been on trial in freehouses across the South and is now available through wholesalers. Westons confirmed it has already invested £500,000 in the project with further outlays expected for marketing.

Westons is the first cider brand to provide a draught ice solution to the UK on-trade; rumours have circulated for some months that Magners has been trialling something similar in Irish pubs.

Melvyn Dickinson, marketing director at Westons told The Publican that Westons should be driving innovation in the on-trade. "How important is cider to the business of other brand owners in the market like Scottish & Newcastle and Constellation?" he asked.

"It is our lifeline - everything we do is cider. We were the first to bring organic cider to market; we launched a flavoured cider way before anyone else."