Mallets cider targets the ‘experiential generation’


Mallets The Cider Throne

The Showering Cider Mill is reaching out to the millennial generation with a new draught cider brand that ‘defies the traditional’.

Described as a ‘cider for Gods’, Mallets is fronted by Shepton – the ancient God of Cider.

With 72% of millennials preferring to spend money on experiences over material things, the brand is promoting a focus on storytelling and shareable experiences.

Two Mallets variants will be made available on draught. The first, Mallets Original cider (4.5% ABV), is a medium dry apple, created with the juice of freshly pressed bittersweet cider fruit from Somerset orchards.

Mallets Dark Fruit, on the other hand, is described as a refreshing blend of Somerset apple cider with natural blackcurrant and blackberry flavours. It has a slightly lower ABV of 4%.

Research reveals that consumers aged 18-35 are the most health and environmentally-conscious generation yet. Mallets prides itself on being freshly pressed using apples all from within a ten-mile radius of the Showering Cider Mill, ensuring a high juice content and only natural flavours.

Going into 2019, the brand will continue to drive consumer awareness and sales through trial opportunities and extensive national advertising campaigns.

Emmy Webster, senior marketing manager, said: “We set out to create a cider that would appeal to a wide audience of consumers, yet made with generations of expertise, dedication and commitment to the art of cider making.

“Mallets is easy to drink, easy to love and it’s easy to see why we’re so excited to share it with the market. Medium dry, with a great big appley punch, Mallets nails refreshment every time.”

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