Aspall releases convenient can format for broad range of consumers
Aspall Cyder has unveiled a new super premium cider in a 330ml can as it looks to grow its reach to new consumers and occasions.
Its new Aspall Crisp Apple Cyder has a light, crisp apple flavour, with a lower ABV than the rest of the Aspall range in the off-trade (4.5%). It is already available in Tesco, Morrisons and Waitrose stores, and will roll out nationwide from April, ahead of what is a key summer season.
Aspall said it is the first product in a 330ml can, available in four- and 10-can multipacks. The can boasts a sleek, stylish design that is convenient to pick up
According to the cider maker, the can formats currently make up two-thirds (67%) cider sales (IRI all outlets | Volume| 52 w/e 02 December 23), but the Aspall team has identified a gap in the market for a super premium canned cider, bringing a more sophisticated alternative to larger cider can formats currently available on the market to attract a broader range of consumers.
The innovation has been well received in trials among both traditional cider drinkers and ready-to-drink (RTD) cocktail fans – with almost two-thirds (63%) of people that would usually drink RTD cocktails saying they would definitely or probably purchase Aspall Crisp Apple Cyder (Nielson BASES volumetric testing, Aspall CAN).
The launch will be backed with a dedicated marketing and PR campaign running throughout the spring and summer months, alongside in-store activations, building on the brand’s ‘Cyder Made Finer’ above-the-line campaign across its wider portfolio.
Stuart Ayre, marketing controller for cider at Molson Coors Beverage Company, noted the popularity of cider over the summer as consumers look for something refreshing to enjoy during the warmer weather across multiple occasions. He sees the new light, refreshing Aspall Crisp Apple Cyder, with its distinctive flavour, as an opportunity to broaden cider’s appeal to new consumers, in new drinking occasions through an accessible format, lower ABV and crisp finish.
“More people are looking towards cider in cans but there’s a gap in the market for a super premium option. Aspall Crisp Apple Cyder is perfectly placed to tap into that opportunity, offering a more sophisticated option for consumers to pick up and enjoy,” Ayre said. “Early consumer research showed that the product appealed to both existing cider drinkers and consumers that would usually drink RTD cocktails, so we’re confident that it can increase the category’s penetration and appeal to a wider range of consumers.
“Aspall is known for its commitment to cyder made finer, and Aspall Crisp Apple Cyder ticks all the boxes. Feedback from consumers so far shows that they love the taste and the premium feel of the cans, so we’re confident that it will be a hit.”
