Cider Hog flies into UK pubs

04-Jun-2014 - Last updated on 05-Jun-2014 at 08:19 GMT

The cider hog, a five-pint sharing vessel, is being rolled out by The Shepton Mallet Cider Mill as it looks to tap into the growth in craft cider.

The hog is a re-usable table-top container filled with a bag of cider, which drinkers take back to their table and pour their own drinks.

Initially it is being marketed as part of the Somerset Snuffler brand, one of three new brands launched by the company as part of a drive for bag-in-box.

The other two new ciders are Natch Special (a 6% ABV still, dry cider made with bittersweet apples) and Somerset Tree Shaker (a “deep and intense” 7% ABV cider), while Somerset Snuffler is a 4.8% ABV medium dry cider.

“The boom in speciality ciders has been a huge driving force behind the sector over the past 12-months and offers retailers a great incremental volume and margin opportunity,” said marketing manager Richard Glover.

“Our new bag-in-box specialist ciders enable customers to stock a broad range of quality craft ciders conveniently, either as part of a cider festival or forming an on-going feature.”

The new ciders will be supported in outlets with PoS including branded tankards, chalkboards, drip mats and tent cards, to boost visibility.

Specialist and craft ciders grew 18% in volume and 28% in value last year (CGA to April 2014).

The second PMA Cider Trends Summit is due to take place this month (17 June) in Bristol. For more information and to buy tickets, please click here.