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Product Launch - UK: SHS Drinks' Merrydown Blackcurrant Cider

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SHS Drinks' Merrydown Blackcurrant Cider

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Category - Cider, flavoured, 4% abv

Available - From this month in on-trade, Autumn in off-trade

Location - UK, nation-wide

Price - on-trade SRP of GBP4.20 (US$7) per unit

Distribution - SHS Sales & Marketing

SHS Drinks is aiming to capture growth in the flavoured cider market with the launch of a Blackcurrant extension to its Merrydown range.

SHS, citing CGA Strategy figures, said that non-apple & pear flavours (or “fruit-flavours”) have become the most popular cider flavours in the UK on-trade, taking a 47% share of on-trade bottled cider sales compared to apple's 39%. The company said: “The continued strong performance of the fruit-flavoured cider sector demonstrates that there is still plenty of ‘stretch’ in the category for flavour innovation.”

Also this week, SHS said it will invest GBP1m in a UK marketing campaign for its limited-edition WKD Brazilian RTD variant.


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