UK: PLB launches Spanish cider brand in off-trade

By just-drinks.com editorial team | 18 February 2009

The Spanish cider brand El Gaitero is to launch in the UK off-trade.

Imported by PLN and previously only available in the on-trade, El Gaitero premium cider (5.5% ABV) will launch in Waitrose in March with an RRP of £1.19 per 330ml bottle.

El Gaitero is made in the Asturian region of Northern Spain. The company behind the brand, Valle Balina y Fernandez, is Spain's largest cider producer.

"There is still room for the cider category to grow in the off-trade," said brand manager Martin Howe.

"It's great timing, as consumers who have been introduced to the drink in the boom of the last few years may now be looking for something a little more specialist."

Sectors: Beer & cider