Rsp: £1.99 for a 350ml bottle
Competition: Bulmers, Stella Cidre, Aspall Cyder, Magners
The sell: The 5.5% abv lightly carbonated cider provides “an easy-drinking, fresh apple taste”
The consumer
A good-tasting drink similar in flavour to a Hereford cider but crisper and with an earthier finish surprising given its initial lightness. Agreeably free of any chemical taste, or the over-sweetness of certain market leaders, this would be a delicious chilled summer drink.
The only point of contention is the label design. The word 'hard' is used to differentiate between alcoholic and non-alcoholic apple drinks in the US but here it may be seen as implying a strength not really present. The brand would also benefit from playing up its New York heritage more. Four stars (out of five)
Joby Barnard, art director, Brighton
The retailer
The packaging is quite bland and is very much oriented towards the male consumer being in a brown NRB (non-returnable bottle) and having the term 'Hard Cider' on its front label. The liquid has a not-so-pleasant chemical aroma, but the taste is refreshing with a medium dry finish, so repeat purchase is possible. Two stars
Paul Miller, category manager, Capper & Co
The Grocer
Biblical name aside this product will struggle to tempt UK cider lovers. It looks like a US beer brand rather than having the traditional look most UK and Irish cider makers favour, and lacks any real standout in an increasingly cluttered market.
Finally, there is the taste. It has been promoted as having an "easy-drinking, fresh apple taste" while it is easy drinking it lacks the depth of flavour that is the hallmark of the very best ciders. One star
Ronan Hegarty, news editor
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