Outcider, a new cider proposition for the Scottish on-trade, has been launched into the autumn market by C&C Group.
Available from Tennent’s Direct, the 4.0% cider had over 50 listings live across Scotland at launch – but the brand was actually born in 2017 in Northern Ireland, where it has since been a success with trade and consumers alike.
In that territory, Outcider has the highest rate-of-sale of all ciders, and is gaining share at the fastest rate, a popularity that C&C ascribe to its apple-forward character.
“Apple cider remains the dominant flavour in cider worth 65% of the cider market, and for consumers aged 18-24, cider or perry (pear cider), is the most popular choice of favourite alcoholic beverage in Great Britain,” noted C&C.
“Outcider offers a fresh take on traditional cider – as the production process nears completion, the natural essence of apples is ‘added back’. This process, which is similar to IPAs with hops, creates a new taste experience in cider, resulting in an incredibly fresh and intense apple flavour, bursting with aromas of youthful red and green apples.”
Outcider’s Scottish launch will be supported by a suite of on-trade point-of-sale assets, and social media activity to support footfall.
Cider brand director at C&C Group, Jane Parlon, said: “In a sea of apples and orchards, the cider category is crying out for something new. With consumers under 25 continuing to turn to apple cider when enjoying time in trade, Outcider offers something new and exciting for the bar.
“Bringing great taste, vibrancy and energy to Scotland’s on-trade, Outcider is perfectly positioned to meet the demands of consumers.
“Outcider is available to customers now via Tennent’s Direct, and with listings continuing to confirm we are confident that the cider will become a core fixture across Scotland over the coming months.”
