Amaretto cider enters the 'spider' market
The company, which also owns the WKD, Bottlegreen and Merrydown brands, will launch Orwell’s Amaretto Cider in June.
A 5.5% ABV mix of apple cider, amaretto with a hint of cherry, the flavour is reminiscent of bakewell tart, and was nearly a year in development.
Exciting new flavour
“Entering the spider category is not something we have rushed into as it’s been important for us to create an exciting and motivating flavour profile which pushes the boundaries and is a little unusual,” said head of innovation and development, Mark Hopper.
“We’ve been developing Orwell’s, and have been talking to customers about the spider opportunity, for around a year.
“During this time we have been fine-tuning the balance of the flavours, whilst also gaining valuable consumer and market insights from the launch of our bourbon and rum-flavoured spirit beers.”
Marketing boost
A marketing campaign with the slogan, “The traditionally untraditional cider,” in time for the summer will include sampling, branded merchandise and PoS for pubs.
The company is also looking at a consumer advertising campaign and sponsorship deals to boost awareness of the brand in the autumn.
Stretch
Flavoured cider now accounts for 47% of on-trade premium packaged cider sales, and flavoured cider sales are up 10% in the past year (CGA, MAT to 30.11.13).
“This demonstrates that there is still plenty of ‘stretch’ within the cider category to accommodate this new spirit cider sector, which brings together two categories which are both credible and highly motivating for consumers,” said Hopper.
“We’ve also seen the impact that spirit-flavoured beers have had in revitalising the premium packaged lager (PPL) category and this blurring and cross-over of categories isn’t confined to alcoholic drinks, we’re also seeing it throughout the FMCG market, from chocolate flavoured cheese to pizza burgers,” he explained.
Last month the company ditched its Cuvana rum beer, to bring it under a revamped Dead Crow brand.
