Created by co-fermenting a mix of Gala, Braeburn and Pink Lady apples with strawberry and rhubarb, Doom & Bloom rosé cider will be available in Young’s estate of more than 200 pubs, each of BrewDog’s UK bars and Hawkes’ new taproom on London’s Bermondsey Beer Mile.
Hawkes will launch the product across the UK by visiting bars throughout May on its nationwide Doom & Bloom tour. The tour, which started in London on 8 May before visiting Leeds, Manchester and Glasgow on the 12, 15 and 16 May respectively, will also stop off in Edinburgh and Aberdeen.
In addition, Hawkes has secured an exclusive distribution deal with Asda in a move that will see the craft cider maker’s products, including Doom & Bloom, launch in Asda’s 350 stores on 21 May.
American trend
“Hawkes is constantly on a mission to innovate and expand people’s perceptions of cider,” Hawkes founder Simon Wright explained.
“The rosé trend has exploded in the US market over the past few years, so it made sense to us to experiment by bringing this delicious flavour to cider drinkers too.
“We’re tireless in our mission to push the boundaries of craft cider, challenging the norms and creating new and exciting products for our customers.”
Founded in 2013, Hawkes was acquired by independent Scottish craft brewer and pub operator BrewDog in April 2018.
The urban cider maker, which runs annual #AppleDonor programmes to collect fruit for cider making, also produces its classic Urban Orchard range, an alcoholic ginger beer and the UK’s first co-fermented hybrid of beer and cider, Graff.