Briska cider bids to increase UK on-trade presence with sampling campaign

20 March 2012 by
Briska cider bids to increase UK on-trade presence with sampling campaign

Proof Drinks, which imports Swedish cider brand Briska, has launched a national sampling campaign in venues across the UK to increase the cider's presence in the on-trade.

Briska was launched in the UK on-trade in September 2011, but 300 independent venues already list the draught SKU and a number of venues also stock the 330ml packaged range of pear, apple and pomegranate.

Briska is produced by Spendrups at Kiviks, Sweden's oldest cider mill, which is run by fourth-generation descendants of founder Henrik Akesson. The locally sourced fruit is grown in Osterlen.

On entering the UK, Briska began working with partners in the independent free-trade, including the Old Blue Last in London, Norman's and Jake's in Leeds, Living Ventures' new flagship pub the Oast House in Manchester, the newly opened Bohemia in Brighton, and the Faucet Inns group, where Briska draught is listed throughout the estate.

Frederik Eklund, export manager at Spendrups, said: "By mobilising Proof's existing nationwide sampling team, we are going to provide samples to tens of thousands of UK consumers this spring and let our cider's taste speak for itself."

By Neil Gerrard

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