Merrydown Cider launches new campaign

With no sign of the public’s taste for cider abating, expect to see premium ciders the drink of choice to accompany barbecues this summer, says Merrydown Managing Director Chris Carr.

“There’s huge synergy between barbecues and cider – both are growing year on year and the season for enjoying them is getting longer. Cider is no longer considered a drink solely for summer. Sales are strong all year round,” says Carr.

“A good quality premium cider, made with the juice of eating apples, is not only refreshing in hot weather but also stands up well to the robust flavours of barbecue food.”

The stylish, 1 litre glass bottles of Merrydown’s 7.5% Vintage Dry are designed for table top use while Merrydown Gold, a 5% ABV cider, is suited for drinking straight from the 500 ml bottle on al fresco occasions. Merrydown Vintage 440 ml cans complete the `family’. But it is the liquid inside that sets Merrydown apart, says Carr.

“Our new marketing message is `Made with Love’ – and it’s completely true. Merrydown Vintage is made by expert brewers to the same Sussex recipe perfected more than 60 years ago. We care passionately about the taste and quality of our ciders. We use the juice of real eating apples and Champagne yeast in the brewing process and there are no artificial colourings or sweeteners.”

A summer marketing campaign will pitch Merrydown ciders as the perfect partners to food. The theme will be extended through Merrydown’s consumer friendly website and national press activity.