UK launch for the number-one ‘hard’ cider in the US


Angry Orchard Crisp Apple

Angry Orchard tap handleAngry Orchard, the biggest-selling brand of cider in the US, is to be introduced in the UK this autumn through Kent brewer Shepherd Neame.

Angry Orchard Crisp Apple, at 5% ABV, is made from a combination of French bittersweet and Italian culinary apples and is wood-aged during fermentation to add subtle spice and vanilla notes.

Crisp and refreshing with low carbonation, the cider is amber and features a fresh apple aroma and a slightly sweet, ripe apple flavour. It will be available on draught and in 330ml and 500ml bottles in both the on- and off-trade from September. It is being imported and packaged by Shepherd Neame.

The bottle features eye-catching packaging, from its bright red twist-off top to the bold label illustration showing the eponymous “angry” apple tree. Pictured right is its striking tap handle.

Brand manager Samantha Catford said: “We are really excited to bring Angry Orchard Crisp Apple to the UK. We hope that British drinkers will agree with us that it is the perfect thirst-quenching drink for summer.”

The “hard cider” – the US term for ciders in contrast to non-alcoholic apple drinks – was introduced in the US in 2011, where the cider market is much smaller than the UK. Crisp Apple has grown to become the best-selling cider.

It is expected to capitalise on the increasing popularity of cider, with UK cider sales now worth more than £3billion. Crisp Apple is also suitable for vegans and gluten free, tapping into a market where sales of gluten-free products in the UK reached £184million in 2014.

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