Westons Rolls Outs Caple Rd Cider Into the Off-Trade
24 Nov 2015 --- Caple Rd Cider, the UK’s first craft cider in a can, is being selectively rolled out into the off-trade this month following its highly successful on-trade launch in February.
The 5.2% abv sparkling cider is available now in premium off-trade outlets including Little Waitrose, Booth’s, Whole Foods Market and Sourced, the ethical urban deli chain, as well as selected independent outlets nationwide.
Caple Rd Cider is named after the road which approaches Westons site in the Herefordshire village of Much Marcle. The cider uses fresh English apple juice and is matured for up to 18 months to give a refined, full-bodied, amber-coloured cider. It is produced in small batches to ensure consistent quality and its unique craft characteristics.
The launch comes amidst a growing trend for craft beers, with followers looking increasingly towards premium drinks which have a point of difference, traceability of ingredients, and artisanship. Canned beer has also made a comeback through the craft beer evolution, with cans helping make sure the liquid is consumed in the best possible condition.
Following the Caple Rd Cider’s on-trade launch in February, it has already won several awards, including being named Design and Packaging Supreme Champion at the International Cider Challenge 2015 in June as well as a Gold medal for taste at the same awards.
Guy Lawrence, Caple Rd cider-maker, is the fifth generation of the Weston family, which has been making cider at the same site in Much Marcle, Herefordshire, since 1880.
He says: “Caple Rd has been designed to challenge cider-makers’ palettes, with its dark straw colour, notes of leather on the nose, and robust oaky taste. Its slow fermentation and up to 18 months’ maturation produces a highly complex, full-bodied cider.”
Geoff Bradman, Westons commercial director, says: “The canned craft beer category has seen huge growth over the last couple of years, yet so far no one has launched a craft cider in a can. Feedback on Caple Rd within the on-trade has been absolutely phenomenal and its launch this month into the off-trade brings some genuine innovation to this sector of the market.”
