SHS Drinks has launched Orwell’s amaretto-flavoured cider. With an ABV of 5.5%, the cider comes in 330ml bottles (rrp £1.89). It is hoped the new launch will help grow the £369m (Nielsen) premium glass bottled cider category.
SHS also believes Orwell’s will add to the spirit-flavoured cider, or spider, subcategory which it estimates will be worth £50m by 2018.
“Flavoured cider is now the biggest sector accounting for approaching half (44%) of take home premium glass bottled cider sales,” said head of innovation Mark Hopper. “Orwell’s has been well received in consumer taste tests and we believe this hybrid spirit cider combination will extend cider consumption into new occasions as it is more likely to be purchased for higher energy, brand-in-hand social occasions than the mellower, lower-key social occasions usually associated with cider.”
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