Cider Hog makes fun table serve for on-trade

The Shepton Mallet Cider Mill has introduced the Shepton Cider Hog to transform the on-trade sharing experience for cider drinkers. 

The Cider Hog dispense unit is intended to encourage sociability and give the on-trade retailer the option of offering drinkers self-serve West Country cider at the table. 

As part of this novel initiative, the Shepton master cider makers have developed a West Country still cider called Somerset Snuffler (4.8%ABV), a medium dry cider with a bright, golden and fruity character. 

The announcement follows news that the cider mill has introduced a bag-in-box (BiB) range aimed at meeting a growing demand for specialist ciders from the on trade as sales continue to grow. 

“We wanted to bring a sense of theatre and fun to the consumer and we feel that we’ve really delivered on this,” says Richard Glover, marketing manager at The Shepton Mallet Cider Mill. “Our new Cider Hog offers considerable benefits for the on trade and significantly raises the bar in extending more convenience and choice to consumers in how they can drink still cider. 

“Somerset Snuffler was carefully selected for the Cider Hog. Best served chilled, the Hog has an ice-cold pad stored within the unit to ensure that the cider is served and remains cold at table. Because of this versatility the Hog can be used indoors or out and is also an innovative way of increasing the speed of service.

The Hog, which is exclusively available through the Shepton Mallet Cider Mill, holds a 3L bag giving the drinker just over five pints of chilled Somerset Snuffler still cider to share. Already available in trade, Cider Hog has been well received with positive feedback from customers and with limited availability in 2014, demand is expected to outweigh supply. 

Impactful supporting materials have been developed to boost presence and rate of sale. Branded tankards, chalkboards, drip mats and tent cards, will be available to customers who purchase the products, ensuring added standout in outlets while communicating the product’s integrity and authenticity.

The Somerset Snuffler Cider Hog is currently exclusive for on trade purchase in 4 x 3L capacities. 

On-trade enquiries: 0845 601 5959

16 June 2014 - Felicity Murray The Drinks Report, editor