The C&C Group has introduced Outcider, a new cider offering, into the Scottish on-trade this autumn. Available through Tennent’s Direct, this 4.0% cider had more than 50 listings across Scotland right at its launch.
Interestingly, the Outcider brand was initially created back in 2017 in Northern Ireland, where it has since achieved notable success among both trade partners and consumers. In that region, it boasts the highest rate-of-sale among all ciders and is growing its market share at the fastest pace. C&C attributes this popularity to its apple-forward nature.
C&C pointed out that “Apple cider remains the dominant flavor in the cider market, accounting for 65% of it. Moreover, for consumers aged 18 – 24 in Great Britain, cider or perry (pear cider) is the most popular choice of favorite alcoholic beverage.”
Outcider presents a novel take on traditional cider. As the production process nears its end, the natural essence of apples is “added back”. Similar to how hops are used in IPAs, this process creates a distinct taste experience in cider, resulting in an exceptionally fresh and intense apple flavor that’s filled with the aromas of young red and green apples.
To support its Scottish launch, Outcider will be backed by a range of on-trade point-of-sale assets as well as social media activity aimed at boosting footfall.
Jane Parlon, the cider brand director at C&C Group, commented, “In a market saturated with apple-based ciders, the cider category is in need of something new. With consumers under 25 consistently choosing apple cider when spending time in on-trade venues, Outcider provides an exciting and novel option for bars. Bringing great taste, vibrancy, and energy to Scotland’s on-trade, Outcider is ideally positioned to meet consumer demands. It’s available to customers now via Tennent’s Direct, and as more listings are being confirmed, we’re confident that it will become a staple across Scotland in the coming months.”
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