News & Media

Stop the Cider Press: Merrydown Dry is Back!

17th March 2018

SHS Drinks is broadening its heritage cider offering this summer with the reintroduction of Merrydown Dry. With glass-bottled apple ciders currently growing at an extremely robust +14.5% in the impulse channel, the Company believes that it’s the perfect time to launch a new product and grow the Merrydown range to a total of three complementary variants.

This latest development from Britain’s fastest growing and No.1 sharing cider will provide a boost for the impulse sector’s £76 million glass bottled cider category and result in a range of Merrydown cider styles able to meet a host of consumer needs and occasions.

Packaged in the distinctive Merrydown 750ml glass sharing bottle, the relaunched product will be available in the impulse sector.

Merrydown Dry is a refreshingly crisp cider with a distinctive appley bite; it is made with the same perfect Sussex blend that has been delighting cider-lovers for decades.

Like all members of the Merrydown family, Dry contains no artificial sweeteners, colours or flavours and is both vegetarian and vegan-friendly. Merrydown ciders are made from hand-picked eating apples, as opposed to the bitter-sweet cider apples used by most producers.  Merrydown’s apples are pressed within 24 hours to ensure maximum freshness and then double filtered to guarantee a crisp finish.

The relaunch of Merrydown Dry will be supported by on-shelf POS, trade mailers, and a social media campaign including giveaways and teaser posts. Support for the overall brand celebrates the ‘Merrydown Moment’ at the end of the day when cider-lovers want to sit down, relax, unwind and share a treat, and employs the strapline “Love your Merrydown time.”

With the reintroduction of Dry, the brand’s range now comprises three variants: Merrydown Dry, Merrydown Original and Merrydown Crisp Apple.