A new range of bottled fruit ciders has been launched, starting with two exotic flavours of pomegranate and mango.
Under the name of ODC, the brand has been created by wine company Soul Tree, a champion of Indian wine, which has an advisory board made up of industry heavyweights.
Made with natural flavours and high-quality fruit, the first two ciders are Pomegranate Panache and Mango Fandango, available in 500ml bottles. They both have ABV of 4%, with a recommended price in retail of £2.99.
Spokesperson Anita Champaneri said: “We have created a strong, premium product with bags of natural taste and personality, a real stand-out, game-changing brand in a crowded ‘me-too’ market place. ODC is not just a drink to be consumed, but a creation to be experienced.
“Fruit cider is one of the fastest-growing sectors in the alcoholic drinks industry with years of growth potential, domestically and internationally. Today’s consumers seek experiences rather than drinks. ODC is just the kind of brand that consumers love to engage with and share.”
Soul Tree’s executive operational team is supported by a non-executive and advisory board including the likes of Denis O’Flynn, former managing director of Pernod Ricard UK, and Pavi Binning, a former chief financial officer of Diageo Europe and president and CEO of George Weston, which owns Canada’s biggest retailer as well as Associated British Foods and Selfridges. Also on the team is renowned master of wine, Richard Bampfield.
Anita said: “Soul Tree was born out of an innate passion to conquer uncharted waters, to alter perceptions, and, importantly, to give consumers a taste of what they have been missing. It is all about dreams, inspiration, and the future. ODC is just the natural next step in that direction.”