The activity follows the launch of Caple Rd Cider – billed as the first UK craft cider in a can – which the company said was “a highly successful launch”.
The collection of lightly sparkling ciders is available nationwide and comprises Caple Rd No 5, the latest Caple Rd variant, which is double-filtered from fresh English apple juice to give a crisp, dry and complex taste with a powerful tart finish. To complement the “challenging dryness” of this cider, Westons is also launching two cloudy ciders under the Rosie’s Pig brand.
Rosie’s Pig Handbrake Cloudy Cider with Damson is a slowly matured medium-sweet cider, which has hints of cherry and hedgerow fruits and a sharp finish. Rosie’s Pig Flat Tyre Cloudy Cider with Rhubarb is made from freshly pressed apples paired with a “refreshing infusion” of rhubarb juice.
The final launch is a collaboration between Westons Cider and Purity Brewing Company to create a hopped cider called Pure Hopped; a blend of English cider made from apple juice from Herefordshire and hops from Worcestershire.
All of the ciders are packaged in 330ml cans with a price of £2.20 each.
Caple Rd No 5 and Rosie’s Pig Cloudy Ciders were introduced to the on-trade in the spring and are now available in the off-trade for the first time. Pure Hops is launching in both the on and off-trade markets at the same time.
Tessa Holden, brand manager for the craft collection, said: “We are extremely excited to be launching our new collection of craft ciders for the off-trade market. The new ciders will help attract more drinkers to the cider category as a whole, where Westons is leading the way in driving a genuine craft offer.
“The launch follows the highly successful introduction of the UK’s first craft cider in a can, Caple Rd Cider, to the market, two years ago. Our category insight showed that craft cider is the second biggest trend in the on-trade at the moment and following the successful launch of our Rhubarb and Damson flavoured cloudy ciders under our Rosie’s Pig brand in the on-trade market we have now launched them in the timely format of the 330ml can. When looking at innovation, growing the cider category is a priority for Westons and its also high on our customers’ agendas.
“Pure Hopped is the result of a chance meeting on a visit to Herefordshire-based fruit and hop farm, Stocks Farm, which brought together Westons head cider maker Guy Lawrence and Purity’s founder Paul Halsey. As they meandered though hop bines and orchards at Ali Capper’s idyllic Stocks Farm an idea struck them both. They shared a cursory look and both thought ‘what if…’
“Enjoying a drink at the end of the walk, looking out over the rows of hops and apple orchards, Guy told Paul to bring his finest hops to the cider mill where they would combine them with a unique blend of 100% cider apples. Two weeks later they poured two glasses straight from the tap.”