The 4.6% ABV brand, called Harry Sparrow after the man who was Aspall’s cider maker for 50 years, is also designed to be more sessionable than the rest of the Aspall range.
It will be launched in bottle and on draught.
“According to CGA Strategy there has been an increase in outlets stocking more than one draught cider on the bar in the last year,” said Aspall partner, Henry Chevallier Guild.
“In addition to this, anecdotal evidence suggests that Aspall Draught Suffolk Cyder is either ‘one drink in the bar after work before heading home’, or ‘the first pint of the night’ before moving onto something more sessionable. This new cider provides consumers with a quality, premium cider to move on to, therefore opening up more occasions for cider.”
Chevallier Guild says he expects Harry Sparrow to retail at about £3.25 a pint to fill a price gap which sits just above Guinness, and below other on-trade premium ciders.
It is investing £1m into the launch of the new cider over the next two years. The first stage of the launch will include PoS material such as font badges, drip mats, branded straight pint glasses as well as brand training in outlets.