Product Launch - UK: Aspall's Harry Sparrow
By James Wilmore | 15 October 2012
Click through to view Aspall Harry Sparrow
Aspall's Harry Sparrow
Category - Cider, 4.6% abv
Available - From this month
Location - Currently available across Adnams' pub estate and in additional "premium" on-trade outlets in the coming months
Price - Price point will be GBP0.20 to GBP0.30 less than Aspall Draught Suffolk Cyder in the on-trade
Distribution - Aspall
With a lower abv than the rest of the Aspall range, the Suffolk-based cider firm says this new product is aiming to give drinkers something "more sessiosnable" to "move on to" after the first drink of a night.
The group also points to figures from CGA strategy that suggest there has been a rise in outlets stocking more than one draught cider on the bar in the last year.
The drink is named after one of Aspall's cider maker from last century.
Award-winning cyder producer Aspall is continuing its recent record of genuine new product development with the launch of a new premium cyder called Aspall Harry Sparrow Classic English Cyder, a tribute to the cyder maker at Aspall for over 50 years from the 1920s.
Designed to sit alongside Aspall Draught Suffolk Cyder, Aspall Harry Sparrow Classic English Cyder reflects the traditional cyders which Harry Sparrow used to enjoy making and drinking in the mid 20th Century. Harry’s cyder making techniques were influenced by the Norman heritage of the Chevalliers. He also liked to experiment by using a higher proportion of bittersweet apples than other Aspall cyders called for, using apples such as Kingston Black, Woodbine, Tremletts Bitters and Bulmers Norman, all of which were being grown at Aspall by the 20th Century.
Harry Sparrow contains 4.6% abv and has a clear mid golden-yellow colour and a medium to full-bodied palate. It is available now in both draught format and 500ml bottles across the Adnams pub estate and is likely to be available in other premium on-trade outlets in the coming weeks. Aspall is investing £1m into the launch of the new cyder over the next two years, the first stage of which will include premium PoS material such as font badges, drip mats, Aspall Harry Sparrow-branded tall straight pint glasses as well as brand training in outlets.
Aspall Harry Sparrow complements the existing range of Aspall cyders which comprise Aspall Draught Suffolk Cyder, Aspall Premier Cru Suffolk Cyder, Aspall Organic Suffolk Cyder, Aspall Perronelle’s Blush, Aspall Imperial Cyder, Aspall Lady Jennifer’s Crisp Light Cyder and Aspall Cuvée Chevallier. Aspall has also just relaunched its Mulled Cyder in selected on-trade outlets in time for the winter.
Aspall partner, Henry Chevallier Guild, says: “We are delighted to announce the launch of Aspall Harry Sparrow Classic English Cyder, following a trial of the cyder in selected on-trade outlets. With its abv of 4.6%, Aspall Harry Sparrow is designed to be more sessionable than the rest of the Aspall range, and sits perfectly alongside Aspall Draught Suffolk Cyder, which has an abv of 5.5%.
“According to CGA Strategy there has been an increase in outlets stocking more than one draught cider on the bar in the last year. In addition to this, anecdotal evidence suggests that Aspall Draught Suffolk Cyder is either ‘one drink in the bar after work before heading home,’ or ‘the first pint of the night’ before moving onto something more sessionable. Harry Sparrow provides consumers with a quality, premium cider to move on to, therefore opening up more occasions for drinking cider.
“All Aspall cyders are made using artisan methods and natural ingredients to produce the best quality products, and Harry Sparrow is no exception. Our latest cyder is a tribute to a remarkable man and the many years of dedication to his craft. During this time he experimented with numerous tannic astringent cyders, using the many bittersweet apples grown at Aspall.”
Aspall has been producing cyder at the same site in Debenham, Suffolk, since 1728. It is now run by the eighth generation of the Chevallier family, who continue to ensure that quality is never compromised and that the company continues to produce multi-award winning products.
Original source: Company release
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Product Launch - UK: Aspall's Harry Sparrow