C&C Group is launching its “American-style” cider Hornsby’s into the off-trade.

The brand, billed by C&C as one of the leading US ciders, is rolling out this month in four-packs to 343 Asdas in two flavours - apple (4.5% abv) and pear with strawberry & lime (4% abv). C&C is in talks with other supermarkets about listing the cider, which made its UK debut in the on-trade last summer.

Produced in the UK, the drinks differ from the US Hornsby’s ciders, which are 5.5% abv. The branding has also been modified for the UK.

Hornsby’s had a softer carbonation than some ciders and was designed to be drunk chilled straight from the bottle rather than over-ice, said C&C.

It was aimed at younger drinkers and up-tempo occasions, added head of customer marketing Ed Shoebridge, and was likely to be expanded with new flavours. C&C is supporting the launch with activity including in-store and digital.

C&C bought Hornsby’s in 2011 and a year later expanded its US portfolio with the £190m acquisition of American producer Vermont Hard.

That deal included Woodchuck Hard Cider - in the US ‘hard cider’ means alcoholic - and C&C this week said it was considering bringing Woodchuck to the UK at some point. “Interest in American products is growing,” said Shoebridge.

Meanwhile, The National Association of Cider Makers said UK cider producers were looking to the United States as a key export market.

Source

Vince Bamford

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