Aston Manor is expanding its high-growth Knights range with the launch of Knights Premium Pear, the only flavoured cider in the strong cider segment. The new 8.4 per cent ABV pear cider gives convenience retailers and wholesalers a distinctive route to incremental cider sales.
Launching in Parfetts late August and Bestway, Lioncroft, Soho and Dhamecha in September, the 500ml plain pack can is set to help wholesalers and convenience retailers capitalise on momentum of the Knights Premium range, bringing something genuinely new to the cider fixture.
At 8.4 per cent ABV, Knights Premium Pear retains the distinctive black can design and strength of Knights Premium Bittersweet. Made with 85 per cent pear and 15 per cent dessert apples, it offers a medium-sweet taste and contains no artificial colours, flavours or sweeteners. It is also naturally gluten-free.
The launch follows strong consumer testing. In research amongst cider drinkers, nearly eight in ten strong-cider drinkers said they would purchase Knights Premium Pear, alongside 65 per cent of cider drinkers overall.
It builds on the standout performance of Knights Premium Bittersweet, the No.1 cider in the total GB impulse market and the fastest-selling cider product in UK convenience. Knights Premium is also driving more value growth through convenience tills than any other cider, giving retailers a proven platform from which to grow the category with the pear extension.
“Knights Premium Pear gives retailers a compelling reason to make more space for a brand already delivering exceptional returns through the till," said Sarah Williams, Brand Manager at Aston Manor Cider. "Pear brings unique flavour innovation to strong cider, while the familiar Knights Premium format, 8.4 per cent ABV and accessible premium proposition give existing shoppers plenty of reasons to try it.
“With purchase intent particularly high with strong cider drinkers, we expect the launch to recruit quickly and deliver incremental sales for retailers and wholesalers alike.”
Knights Premium Pear is available in 24 x 500ml cases. PoS will be available to support visibility in store.