Old Rosie with rhubarb will be available for a limited period

Old Rosie with rhubarb will be available for a limited period

Westons Cider is launching three new, lower-strength, seasonal variants of its Old Rosie brand to capitalise on continuing growth in the UK's flavoured cider market.

The three new flavours, which will be available from April until the end of summer, are rhubarb, elderflower and cloudy lemonade. All three will have an abv of 4% and will be sold in a 20-litre bag-in-box format for the on-trade, retailing at around GBP3.50 (US$5.22) a pint.

The core Old Rosie brand is a 7.3% cloudy cider. 

Geoff Bradman, Westons' head of sales, said that draught flavoured cider sales in the UK on-trade on a moving annual total basis to the end of January were up by 220%. “We are bringing genuine innovation to the category with a premium, still flavoured cider range which will appeal to a broad consumer group,” he added.

The company is also launching two limited-edition versions of its Henry Westons brand. Single Orchard Still Cider and 1880 Still Cider both have a 6% abv and will be sold in a 20-litre bag-in-box format.

Westons has also extended Stowford Press' tie-up with English cricket until 2017, it revealed at a briefing in London yesterday.