Cider is being sold as cheap lager made from apples according to Merrydown which is launching a new brand to the trade this month. As he unveiled Classic, a 4.7% abv cider made from culinary and dessert apples, sales and marketing director Kevin Bolt said: "The cider market is in limbo and people are drifting away from it. We have to look at how we can attract people back to the category and bring cider back up to date. "If we don't, the retailers could take the view the sector is going nowhere and requires less space on the shelves. "The prevailing message from the leading players is that cider is some kind of cheap lager and that is not very appealing. He added: "The cider market has been losing popularity with the number of consumers falling at over 1% per year. Our research showed this was not because of any intrinsic product shortcoming, it was because cider was becoming less relevant in a very cluttered market." Bolt maintained Classic brings cider into the 21st century with its image and product delivery. It is aimed at lapsed and light drinkers aged 25 to 35. It is being launched in 330ml bottles (rsp £1.09) and on draught and is backed by a £500,000 marketing budget. Most of this will be spent on a major sampling campaign. Distribution into the off-trade will be through Merrydown's partner SHS Bolt said: "This is probably the most meaningful way of building the brand. I would rather build a brand slowly and deliberately than create a quick image which will be blown out of the water by other brands' big above the line budgets." He is conscious that other categories, particularly premixed spirits, have received a lot of hype, but believes there is potential for a new cider brand. Reaction from the trade has been good and Classic has been well received by the multiples Classic will be on some shelves from the beginning of April. {{DRINKS }}

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