Maison Sassy launches Sassy 0% Organic cider - Just Drinks
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Maison Sassy launches Sassy 0% Organic cider

By Andy Morton 14 Oct 2021 (Last Updated October 14th, 2021 16:21)

The alcohol-free cider is due to hit the UK in December.

Maison Sassy launches Sassy 0% Organic cider

Normandy cidery Maison Sassy has unveiled further details of a non-alcoholic launch.

Sassy 0% Organic cider will roll out in the UK in December, the company said today. The beverage is made as a 4%-abv cider before the alcohol is spun off.

Co-founder Xavier d’Audiffret Pasquier confirmed the release to Just Drinks last week at the launch event for a Calvados. According to d’Audiffret Pasquier both the non-alcoholic cider and Calvados target Millennial consumers who are looking for heritage and authenticity. Maison Sassy’s orchards have been in d’Audiffret Pasquier’s family since 1852.

Sassy’s UK sales manager, Alexander Darley, said: “We see a massive opportunity for Sassy 0% organic in both the off-trade and in hospitality. Just look at the success of Seedlip in non-alc spirits; and of Heineken 0%, Brooklyn Special Effects and others in beer.”

“We look to find a commercial truth” – Just Drinks speaks to Jerome Pellaud, general partner for Europe & Africa at Anheuser-Busch InBev’s ZX Ventures