A new lineup of ciders will roll into Atlanta in April, 2012. Boston Beer Company launched the Hardcore Cider brand in 1997. The Hardcore line is headed for retirement to give way to a new cider brand by the brewery. This March will see the nationwide launch of Angry Orchard Hard Cider. Some of the country has already seen some of these offerings, as Boston Beer has been quietly test marketing the cider on shelves in New England.
The launch of this new cider brand comes at a time where the company believes that there is very little brand loyalty among cider drinkers. According to Angry Orchard sales sheets, the cider category has grown 23% in 2011, with a profitable forecast in 2012. Target market? 23-30 year old males/females.
The Apples
Angry Orchard will use only European & Italian apples. Apparently US domestic apples do not provide the same taste as imported apples.
French Bittersweet – Tannic “wine like” flavors, tart, great mouthfeel.
Italian Culinary Apples – Fruity. Adds complexity to cider
The Offerings
Crisp Apple, 5% ABV – The fresh apple aroma and slightly sweet, ripe apple flavor makes this cider hard to resist. 12oz bottles, Draft. 5% ABV (Lead Brand)
Apple Ginger, 5% ABV – The fresh ginger and apple flavors blend together for a sweet, yet slightly tart taste with a distinct ginger aroma. The result is a smooth, refreshing cider that goes down easy. 12oz bottles only.
Traditional Dry, 5.5% ABV – Our Traditional Dry Cider is made in the style of English draft ciders. This cider is bittersweet and slightly spicy with a bright apple aroma. The dryness makes you pucker and look forward to another sip. 12oz bottles only.
Expect these ciders launching nationally in March – April, 2012.
