Foster's is looking to tap higher growth in Australia's cider market, with two new product launches.
Mercury Artisan is pitched as a craft cider made with Tasmanian apples rather than the standard juice concentrate, while Strongbow Spark, available in red and green apple varieties, contains 10% fresh apple juice, added after the brewing process in order to sweeten the palate.
"Cider is very similar to wine in that you can get very different flavour profiles from it, from sweeter styles to quite crafty-flavoured products," said Nick Mann, Foster's general manager for cider and spirits.
Foster's has a 90% share of Australia's cider market, including domestic licences for Strongbow and Bulmer's brands and the wholly-owned Mercury label.
Cider sales rose 12.1% by value over the 12 months to the end of August, compared to 4.7 per cent for the whole of the alcohol market, according to market research firm ACNielsen.
Sectors: Beer & cider
Companies: Foster’s Group Ltd
