The Shepton Mallet Cider Mill debuts Bag in Box

28 May 2014


New Product Press Release May 28th 2014

Shepton Mallet Cider Mill debuts Bag in Box specialist range

A first for the cider mill, the introduction of the Bag in Box range aims to meet a growing demand for specialist ciders from the on trade as sales continue to grow. Specialist and craft ciders boosted volume by 18 percent and value by 28 percent last year alone, a trend set to continue as customers trade up their drinks choices (source CGA Strategy, April 2014).

 

Conveniently packaged and easily dispensed, the Bag in Box format aims to help retailers offer a greater choice of draught ciders without compromising on space or quality. The proposition has been thoughtfully developed to include both robust, fit for purpose packaging and an innovative range of supporting materials to boost presence and rate of sale.

 

The new offering includes three premium still ciders from The Shepton Mallet Cider Mill: Somerset Snuffler (4.8% ABV), medium dry cider, bright and golden with a fruity character; Natch Special (6% ABV), a still dry cider made using West Country bittersweet apples renowned for their high tannins giving a crisp dry taste; and Somerset Tree Shaker (7% ABV), made using the finest apples to give a deep, intense, cidery and fragrant fruity nose.

 

While best served chilled, the flavour profiles of all three West Country still ciders were carefully selected to taste great whether served at ambient or straight from the fridge.

 

Richard Glover, marketing manager at The Shepton Mallet Cider Mill, said: "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. 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 for retailers.

 

"To support the range, we have invested in impactful packaging and a broad range of innovative supporting materials to boost presence and rate of sale. Bespoke stands, branded tankards, chalkboards, drip mats and tent cards, will be available to traders who purchase the products, ensuring added standout in outlets while communicating the products' integrity and authenticity."

 

 

ENDS

 

Notes to editors:

For further information please contact


Chris Bone / Claire Lennon, Stripe Communication
sheptonmallet@stripecommunications.com / 0131 526 3076

The Shepton Mallet Cider Mill is a sales division of the C&C Group plc, and is responsible for the sales and marketing of the following brands: Blackthorn, Ye Olde English, Ye Olde English 1770, Addlestones, Natch, K, Red C, Taunton Traditional, Special VAT, Chaplin & Cork's, and Montano.

Somerset Snuffler, Natch Special, and Somerset Tree Shaker, are exclusive to the on trade in 20Litre capacities. For stockist enquiries, please contact 01749 334000.

 



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