Crispin Cider will launch a canned version of its popular rosé cider across the US in September.
The new packaging adds ‘a premium feel’ to the brand, as the cans are wrapped in dusty pink and have a translucent glimmer, a design which matches that of the bottled version of the rosé cider. Crispin is tapping into a new way for consumers to enjoy their rosé on the go, focusing on the portability of the product to outdoor venues such as festivals and garden patios.
Stephanie Zipp, associate marketing manager for Crispin, said: “They’re sleek and unapologetically target females, something we’re definitely not shying away from.”
The rosé cider has grown the Crispin franchise for this year. According to Nielsen, it has ranked as number 18 in all new beer and cider products for the last 13 weeks.
The trend for rosé wine, which grew more than 50% in 2017, has been driven by women aged 21-34. The trend for portable canned wine also grew 91% for 2017. Crispin is jumping on this trend with the portable rosé cider cans.
The feminine design of the cans reflects the product itself, as it is a pink-hued hard cider made with rose petals, hibiscus and a blend of fresh-pressed apples and pears. Adding the cans to the product line will allow more consumers to enjoy a portable version of rosé-branded hard ciders. In turn, this will push the growth of the brand even further to build on increasing profits seen for the first time since 2015. The sales volume for rosé branded cider is up 9.8% per year to date, Nielsen has said.
Ongoing public relations and social media activity will support the launch of the cans.
Zipp continued: “We fully expect this to be a year-round product.
“We’ll get a nice boost from it for the remainder of this year, and we’re really excited to see what we can do with it as part of our refreshed lineup in 2019.”
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