Cider firm taps into new sales

A SUFFOLK cider maker is toasting soaring sales as it taps into the top-end market.

Premium cider maker Aspall, based near Debenham, enjoyed record third quarter sales, with its total cider business up 57% year-on-year during the three months to December 31.

Its sales grew at double the 23% annual growth for premium ciders during the period.

Its Aspall Draught Suffolk Cyder and Aspall Premier Cru saw the most dramatic increases, with total sales up 65% and 35% respectively.

Aspall Mulled Cyder, which was relaunched in selected top-end on-trade outlets for the Christmas period, saw sales growth of 107% year-on-year.

Joint managing director Geoff Bradman said they were “delighted” with the quarter 3 results and saw the rise continuing.

“We believe the outlook for the premium cider market is buoyant and positive,” he said.

Most Read

“We are delighted with our results for Q3, which included the Christmas trading period.”

Mr Bradman, who believes the upward trend in the market place will continue, said the increase follows a restructuring of the buisness to gear up for the next stage of growth.

“Our new structure is now in place and includes a new cross-functional executive team as well as several additional senior roles,” he said.

“We are progressing well with our investment plans and, as a first phase, have now installed several new storage tanks which will ensure that we can keep pace with demand whilst maintaining our stringent product quality measures.

“Over the past year our operational teams have worked incredibly hard to deliver increasing volumes across all areas of the business and our site investment program will ensure that future demand is met.

“From a business perspective, as well as continuing to invest in our site, we have a number of plans for both upcoming new products and new marketing initiatives to engage with our consumers.”

Last summer the firm launched two new products, Aspall Imperial, an 8.2% abv vintage cyder which is positioned at the top of the premium cider category, and Aspall Lady Jennifer’s, a lighter, softer, 4% abv cider named after the mother of Aspall owners, Barry and Henry Chevallier Guild.

Feedback for both products has been “very positive”, the company says, and both satisfy a different need from other ciders on the market.

Aspall has been producing premium cyder at the same site in Debenham, Suffolk, since 1728. The company is now run by the eighth generation of the Chevallier family.