Premium Normandy craft cider brand, SASSY, has announced its single biggest listing to date, launching into 500 Tesco stores from 6th October.
The range, distributed in the UK by Keystone Brewing Group, will see its signature SKUs, SASSY Rosé 75cl (3% ABV), a crisp, light and refreshing cider – and SASSY Session 75cl (4% ABV), an organic, full-flavoured cider – available to UK shoppers for the first time on such a national scale.
Founded in 2014 in Normandy, SASSY brings a new take on traditional Normandy cider with a modern, premium twist to the UK.
Crafted at the historic Château de Sassy, where cider-making traditions date back to 1852, the brand remains dedicated to artisanal methods such as using only 100% natural juice from hand-picked apples and pears, all locally sourced in the heart of Normandy.
The SASSY range is designed to meet consumer demand for lighter, lower-ABV drinks with fewer calories, while also doubling as an alternative to wine, an aperitif, or a versatile cocktail ingredient.
The nationwide listing builds on SASSY’s strong momentum in the UK, following successful launches in Majestic and Waitrose, and marks a key milestone in the brand’s strategy with Keystone Brewing Group, to expand its footprint across both the on- and off-trade and accelerate the growth of premium cider within UK channels.
Xavier d’Audiffret-Pasquier, co-founder of SASSY, commented: “Launching SASSY in Tesco is a defining moment for our brand. It gives us the scale to introduce premium French cider to a much wider audience in the UK and underlines our ambition to make cider exciting again. This partnership will accelerate our growth and visibility in a way that few other opportunities could.” Co-Founder, Xavier d’Audiffret Pasquier.”
Craig Brackett, Business Unit Director at Keystone Brewing Group, added: “We are excited to expand Keystone’s portfolio at Tesco, securing our presence in the off-trade cider category. Making Sassy accessible nationwide provides us with a special opportunity to directly engage more customers, as we approach the industry’s most important trading season.”
Earlier this year, SASSY joined Keystone Brewing Group’s growing portfolio of premium alcohol brands including Black Sheep Brewery, Hofmeister, Purity, Magic Rock, North Brewing Co., and more.
To find out more about stocking SASSY products, visit: https://www.maison-sassy.com/en-gb/pages/contact
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