Orwells follows on from SHSs Dead Crow "spirit-beers"

Orwell's follows on from SHS's Dead Crow "spirit-beers"

SHS Drinks' Orwell's cider

Category - Cider, amaretto-flavoured, 5.5% abv

Available - From next month

Location - UK, on- and off-trade

Price - SRP of GBP1.89 (US$3.18) in off-trade and GBP3.80 in on-trade per 33cl bottle

Distribution - SHS Sales & Marketing

SHS Drinks is launching an amaretto-flavoured cider in the UK as it seeks to “stretch” the category to include spirits.

Orwell’s, which will launch next month, follows SHS innovations in the so-called “spirit-beer” category, the rum and Bourbon flavoured Dead Crow labels. “(Orwell's) demonstrates that there is still plenty of stretch within the cider category to accommodate this new spirit-cider sector, which brings together two categories that are both credible and highly motivating for consumers,” said Mark Hopper, SHS' head of innovation & development.  

To read an exclusive just-drinks comment on spirit-beer in the UK, and similar “near-beer” products in the US, click here.