The Caterer

Specialist Brand Development brings Henney's cider to the on-trade

31 May 2011 by
Specialist Brand Development brings Henney's cider to the on-trade" target="_blank" rel="noreferrer">Henney'sSpecialist Brand Development(SPD).

The Herefordshire cider - made from locally-grown genuine cider apples using traditional craft techniques - can already boast sales in excess of two million 500ml bottles a year through major supermarkets.

"Cider is quintessentially a British product and the Henney's brand fitted very well into our existing portfolio of specialty choice beers, said SBD managing director Nick Holmes.

"The secret of its success is that it is the highest quality product and quite distinctive from the more mass-market 'industrial' ciders."

SBD will focus on sales of the best-selling Dry Cider variant in 500ml and 330ml clear glass bottles.

The Henney's range also includes Apple-Sweet Cider, England's Pride and Vintage Cider.

According to Mintel, cider sales soared by 60% to £2.2b between 2005 and 2010 and increased market penetration among adults from 18% to 27%.

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