The firm, which is owned by Tennent’s parent company C&C Group, said the new products will help to meet a growing demand for specialist ciders in the on-trade.
The three still ciders, Somerset Snuffler (4.8% ABV), Natch Special (6% ABV) and Somerset Tree Shaker (7% ABV), are available exclusively to the on-trade in 20-litre bags-in-boxes. They are designed to be served chilled or at ambient temperature.
“The boom in speciality ciders has been a huge driving force behind the sector over the past twelve months and offers retailers a great incremental volume and margin opportunity,” said Richard Glover, marketing manager at the The Shepton Mallet Cider Mill.
“Our new bag-in-box specialist ciders enable customers to stock a broad range of quality craft ciders conveniently, either as part of a cider festival or forming an ongoing feature for retailers.
“To support the range, we’ve invested in impactful packaging and a broad range of innovative supporting materials to boost presence and rate of sale.
“Bespoke stands, branded tankards, chalkboards, drip mats and tent cards will be available to traders who purchase the products, ensuring added standout in outlets while communicating the products’ integrity and authenticity.”
Somerset Snuffler is described as a medium-dry cider with a fruity character, while Natch Special is a dry cider made from West Country apples said to be renowned for their tannins. Tree Shaker is described as a ‘deep, intense’ cider with a ‘fragrant, fruity nose’.
Shepton Mallet’s other brands include Addlestones, Blackthorn and Olde English.