20L BiB ciders developed for the on-trade

The Shepton Mallet Cider Mill has added an innovative extension to its specialist cider range with the development of three new bag-in-box(BiB) ciders: Somerset Snuffler, Natch Special, and Somerset Tree Shaker.

A first for the cider mill, the introduction of the BiB 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% and value by 28% last year alone, a trend set to continue as customers trade up their drinks choices (CGA Strategy, April 2014).

Conveniently packaged and easily dispensed, the BiB 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’ve 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.”

Somerset Snuffler, Natch Special, and Somerset Tree Shaker, are exclusive to the on-trade in 20L capacities.

16 June 2014 - Felicity Murray The Drinks Report, editor