Cornish Orchards, the fastest-growing top-10 premium cider brand[1], is launching two fruit ciders that will help consumers to trade up and drive category profits for retailers this summer. Available now, Cornish Orchards Raspberry & Elderflower Cider and Cherry & Blackberry Cider have an ABV of 4% and offer the perfect accompaniment for the at-home al fresco drinking occasion. Offering a delicious, perfectly balanced, gentle sparkling cider made with crisp hand-picked dessert apples, the new Cornish Orchards flavours come in 500ml bottles and will be available nationwide at retailers such as Sainsbury’s and Waitrose.
- Cornish Orchards Cherry & Blackberry Cider combines the sweetness of cherries with deep blackberry tones to create a rich cider with a mellow finish. It pairs well with apple pie with cinnamon & almonds or honey-glazed duck.
- Cornish Orchards Raspberry & Elderflower Cider has a fruity aroma of fresh raspberries, which complements the sweet yet delicate elderflower notes. It pairs well with jam doughnuts with a white chocolate ganache or grilled goat’s cheese salad with honey.
Supported by a new campaign for 2023, the launch marks the first time the brand will feature across ATL advertising platforms. In June, OOH advertising will showcase the new flavours across London and South-West England, and a 30-second VOD creative will follow in July on ITVX, Sky and All 4. In addition, the brand will showcase its food credentials with a partnership with digital platform Mob Kitchen, which has developed bespoke recipes using the brand’s cider.
Driving trial and sampling, the new Cornish Orchards flavours will be present at the Great Estate Festival in Scorrier (2-4 June), which has expanded its capacity this year to 10,000 people[2]. The brand has also partnered with Cornish chef Ben Quinn to offer a bespoke dining experience, all beautifully offered within its own Cidery in Cornwall for consumers to come along to.
Cornish Orchards Gold contributes 53% of the brand value, with Vintage showing the strongest growth[3]. Cornish Orchards’ average price per litre is £4 – significantly above the average price per litre of cider (£2.46). It sits in the super-premium tier alongside Henry Westons and Thatchers Katy. Super-premium cider makes up 13.7% share of the category. The share of premium and super-premium cider is up by 2%pts vs 2 years ago[4].
Retailers should merchandise Gold and Vintage alongside craft ciders and the new flavoured variants sit well alongside premium flavoured cider brands.
Andy Box, Local Brands Director at Asahi UK, said: “Offering the best of British, we believe there is currently no super-premium fruit cider available in the market that delivers to the taste and quality of Cornish Orchards. Expertly made by our Head Cider Maker, Chris Newton, in Duloe, Cornwall the arrival of these beautiful, artisanal ciders will help retailers extend their pricing ladder and drive category sales, while offering consumers a genuinely sustainable product.”
Cornish Orchards positions itself in the market with three pillars: ‘provenance’, ‘quality’ and ‘sustainability’. The brand’s mindset is to work in harmony with nature, which is ingrained in everything it does – from taking a zero-waste approach to cider making, to planting 5,000 trees on the farm and creating space for natural habitats where many wild species can thrive.
[1] CGA 12 w/e Data to 13/08/22 & Grocery Multiples | MAT we 13/08/2022
[3] Nielsen DMSO report data 25.02.23
[4] Nielsen Scantrack data to 25.02.23
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