Aspall Cyder is celebrating a successful 2022 in retail, with sales up 16 per cent in the off-trade year-on-year in Q4, making Aspall the second largest super premium cider in grocery during that period[1].
This strong performance has been supported by the launch of new multipacks of its Draught Cyder, which have generated 23 per cent incremental sales to the brand[2].
In convenience and independent stores, sales have increased in value by 25 per cent throughout 2022[3], with particularly strong sales during the final quarter of 2022. While cider might not traditionally be considered a winter favourite, sales value in independent and convenience stores increased by 49 per cent in Q4 vs. 2021[4], demonstrating its increasing popularity all year round.
It follows significant investment in the Suffolk cider brand by owner Molson Coors Beverage Company over the past twelve months, including its first-ever TV advert, which hit screens in June as part of a £3m marketing campaign. The campaign celebrated the simple pleasure of getting together with friends and enjoying a cider that is ‘made finer’.
Aspall Cyder has been produced at the original Aspall Cyder House in Suffolk since 1728 and is known for its crisp, dry flavour that is unique to East Coast?ciders, a point of difference that has enabled it to stand out from the market and made it popular with consumers.
Stuart Ayre, Marketing Controller for Cider at Molson Coors, said: “Aspall’s heritage, coupled with its great taste, have established its place as the number one super premium cider in the UK[5]. Our significant investment in the brand over the past year, led by the ad campaign, has really helped us to build on this popularity and unleash Aspall’s full potential.
“The record growth we’ve seen ties in with the wider trend towards premium options, which shows no sign of slowing down, so we’re confident Aspall will continue to grow. We’ll keep investing in the brand to maintain the momentum we’ve generated, engage consumers and ultimately help our customers to make the most of the opportunities it can provide to grow sales.”
[1] IRI all outlets | Value 12 w/e 31 Dec 22
[2] IRI all outlets | Value 52 w/e 31 Dec 22
[3] IRI all outlets | Value 52 w/e 31 Dec 22
[4] IRI all outlets | Value 12 w/e 31 Dec 22
[5] Total GB On Trade MAT 03.12.22; IRI all outlets | Value | 52 w/e 31 Dec 22
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