Debenham: Aspall spends �1m launching its new Harry Sparrow Cyder

Debenham-based cider producer Aspall is to spend around �1million launching a new premium drink, Aspall Harry Sparrow Classic English Cyder, onto the market.

Designed to sit alongside Aspall Draught Suffolk Cyder, the drink, a tribute to a celebrated cider maker, reflects the traditional ciders which Harry Sparrow used to enjoy making and drinking in the mid 20th Century.

His techniques were influenced by the Norman heritage of the Chevalliers. He also liked to experiment by using a higher proportion of bittersweet apples than other Aspall cyders called for, using apples such as Kingston Black, Woodbine, Tremletts Bitters and Bulmers Norman, all of which were being grown at Aspall by the 20th Century.

Harry Sparrow contains 4.6% abv and has a clear mid golden-yellow colour and a medium to full-bodied palate. It is available now in both draught format and 500ml bottles across the Adnams pub estate and is likely to be available in other premium on-trade outlets in the coming weeks.

Aspall is investing �1million into the launch of the new cider over the next two years, the first stage of which will include font badges, drip mats, Aspall Harry Sparrow-branded tall straight pint glasses as well as brand training in outlets.

Aspall Harry Sparrow complements the existing range of Aspall cyders which comprise Aspall Draught Suffolk Cyder, Aspall Premier Cru Suffolk Cyder, Aspall Organic Suffolk Cyder, Aspall Perronelle’s Blush, Aspall Imperial Cyder, Aspall Lady Jennifer’s Crisp Light Cyder and Aspall Cuv�e Chevallier. Aspall has also just relaunched its Mulled Cyder in selected on-trade outlets in time for the winter.

Aspall partner Henry Chevallier Guild said: “We are delighted to announce the launch of Aspall Harry Sparrow Classic English Cyder, following a trial of the cyder in selected on-trade outlets. With its abv of 4.6%, Aspall Harry Sparrow is designed to be more sessionable than the rest of the Aspall range, and sits perfectly alongside Aspall Draught Suffolk Cyder, which has an abv of 5.5%.

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“According to CGA Strategy there has been an increase in outlets stocking more than one draught cider on the bar in the last year. In addition to this, anecdotal evidence suggests that Aspall Draught Suffolk Cyder is either ‘one drink in the bar after work before heading home,’ or ‘the first pint of the night’ before moving onto something more sessionable. Harry Sparrow provides consumers with a quality, premium cider to move on to, therefore opening up more occasions for drinking cider.

“All Aspall cyders are made using artisan methods and natural ingredients to produce the best quality products, and Harry Sparrow is no exception. Our latest cyder is a tribute to a remarkable man and the many years of dedication to his craft. During this time he experimented with numerous tannic astringent cyders, using the many bittersweet apples grown at Aspall.”

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