US-style cider to be launched into UK bars

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hornsby's ciderScottish brewer Tennent Caledonian is to bring an American-style cider to the UK with the launch of Hornsby’s exclusively in the on-trade.

The cider, which is a leading brand in the US, has a softer carbonation and is designed to be enjoyed chilled and straight from its 330ml long-neck bottle.

It will be launched with two flavours: Crisp Apple, with an ABV of 4.5%, and Strawberry & Lime, with an ABV of 4%. Distribution will be focused on modern and American-themed bars throughout the UK.

The Hornsby’s brand was launched in 1994 by E&J Gallo Winery, initially on the US West Coast, and grew into the number-two cider brand in the US, where it is known as a “hard cider”. It was sold in 2011 to C&C Group, which owns Tennent Caledonian.

In the UK, it is designed to compete with other single-serve packaged long alcoholic drinks, including lager, at the bar, tapping into the growth in flavoured ciders and offering an alternative to the over-ice serve.

Hornsby’s will be supported with in-bar activation, premium point-of-sale materials and staff incentives including a competition to win a trip to San Francisco.

Tennent Caledonian managing director John Gilligan said: “Tennent Caledonian enjoys market leadership in lager and we are constantly improving our offer for our customers and drinkers across the UK. Hornsby’s is an exciting addition to the business’s portfolio.”

The brand story is that it was created by an Englishman called George Hornsby who missed the smooth, crisp cider after emigrating to the US West Coast.

The packaging, based on US designs, features a “bold and fearless” black rhino that represents “George’s strong aspirations for the brand”.

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