Newly founded cider innovator Hoxton Cidersmiths has secured a national listing with Punch Taverns, which operates a portfolio of more than 4,000 pubs across the UK.
The group will stock the cider manufacturer’s Harry Masters’ Jersey and Michelin & Brown’s ciders, with sixpointsix being added from February. Hoxton Cidersmiths, which expects the arrangement to generate significant “on-trade profile”, will provide support to retailers using the strapline “Purveyor of interesting cider”.
The company was formed by cider industry insiders Will Austin and Philip Warren as a means of sharing their passion for craft ciders, but rebels against the mainstream craft movement by rejecting traditional flavours. The company is already stocked by London’s Draft House and chains of Urban Leisure.
Will Austin, marketing director for Hoxton Cidersmiths, said: “Cider has been a shared passion and hobby for many years. Growing up on the borders of Herefordshire and Gloucestershire, we were certainly spoilt for fantastic ciders. Although our careers took us in different directions, the constant has been a shared appreciation of cider, in all its varied forms. “
“With Hoxton Cidersmith, we aim to tread a new path for cider, taking our cue from craft beers which engage consumers with creativity, edginess and a bold approach to new tastes. By contrast, craft cider has a tendency to revert to heritage and tradition, and this is less appealing to younger drinkers. It’s our intention to really push the boundaries.”
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