Westons is adding some berries to its Mortimer’s Orchard cider brand with the launch of English Berry Cider.
The 4% abv sparkling, clear, berry-coloured cider is made from a blend of bittersweet, sharp and sweet apples, matured in Westons traditional oak vats before being blended with berry fruits.
‘We are really excited to be launching Mortimer’s Orchard – English Berry Cider in time for the summer,’ Tessa Holden, Mortimer’s Orchard brand manager, said.
‘The launch follows our market insight and research which has identified that whilst draught fruit cider is growing spectacularly at 85% year-on-year, there is a limited super-premium offering within draught fruit cider.’
English Berry Cider is exclusively available on draught to the on-trade from May onwards.
Senses for Mortimers Orchard
As well as adding to its range, Westons is taking its Mortimers Orchard cider on a sensory sampling tour, visiting 150 key accounts between April and August. Kicking off with a number of Nicholson’s pubs, the Mortimers Orchard tour will include venues in London, York, Manchester and Leeds
Visitors will be offered orchard and apple-related tastes and scents, before donning VR goggles for a 360° tour of the orchard and mill, followed by a sampling session. Guy Lawrence, fourth-generation cidermaker, will provide the voiceover on the VR film.
‘Millennials want an experience,’ said Helen McIlveen, Westons’ activation manager. ‘How do I get to learn about the product? This is like a pop-up orchard.’