Keystone Brewing Group has announced an exclusive UK-wide sales and distribution partnership with the premium craft cider and calvados brand SASSY. The partnership joins a prestigious brand portfolio and leverages Keystone’s extensive distribution network  

Founded in 2014 by lifelong friends Xavier d’Audiffret Pasquier and Pierre-Emmanuel Racine Jourdren, SASSY reinvents cider with a bold twist. Crafted in small batches in the heart of Normandy, France, the ciders use hand-picked apples from orchards near the historic Château de Sassy, the brand’s namesake and Xavier’s family home. SASSY is a delicious and versatile choice as an aperitif, wine alternative, or ingredient for cocktails.  

This new partnership will enable SASSY to reach new audiences and accelerate growth in both the on-trade and off-trade sectors.    

CEO of Keystone Brewing Group, Mark Williams commented, “Keystone is thrilled to welcome SASSY into our growing portfolio, with the craft cider market thriving on premiumisation and consumers increasingly drawn to authentic craftsmanship and high-quality products SASSY is a valuable addition to our range. 44% of consumers are willing to pay more for premium cider*, highlighting the growing demand for exceptional, artisanal offerings. We’re excited to introduce the brand to a wider audience and grow its presence across both on- and off-trade outlets in the UK.”  

Xavier d’Audiffret Pasquier, Co-Founder of SASSY, added: “Mark and his team at Keystone have an in-depth understanding of the UK retail and hospitality industries. Their extensive expertise in the premium beverages market and strong relationships make them the perfect partner. Our ciders fit perfectly into their portfolio, alongside beers that stand out for their exceptional quality and artisanal craftsmanship.”  

SASSY initially focused on growing the brand within the premium on-trade sector and later expanded into retailers, successfully launching in Majestic and, more recently, Waitrose. With ambitious plans to enhance SASSY’s presence in the UK, Keystone aims to strengthen the brand’s position in premium bars, restaurants, hotels, and retail outlets while expanding into grocery.  

The partnership supports Keystone’s commitment to building a £100 million portfolio of exceptional beer and cider brands. It follows a £1m investment in its centre for brewing excellence in Masham, Yorkshire.  

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