Merrydown, a heritage cider is significantly outperforming the heritage cider category; this is from a smaller base and therefore provides lots of room for growth. This is driven by key shopper metrics; more shoppers, buying more units, more often. This has seen Merrydown Medium 750ml become one of the fastest growing bottled apple ciders in the top 10.
The Merrydown re-launch is all about Merrydown going “back to its roots”. The heritage story is incredibly important to our target market and we need to dial this up in our pack and communications.
In a new 750ml bottle and available in 6’s and 12’s shrink wrapped trays from March, this is the same great Medium liquid, re-named as Merrydown Original Vintage Apple Cider.
We will also be launching Merrydown Crisp Apple from March 2017 it is a deliciously lighter, drier and crisper apple cider at 5.5% abv. It has been developed to appeal to Heritage cider drinkers who like a lighter drier taste..