Pizza Express lists its first cider

The cider renaissance takes a mainstream leap this month with news that Pizza Express has selected Aspall as its first cider listing.

Following trials across eight outlets last year, the Suffolk cider brand will now be introduced in 330ml bottle serves in all 384 Pizza Express restaurants around the UK.

Jason Campbell, group purchasing manager for Gondola Group, the parent company of Pizza Express, explained the step, saying: "We wanted to introduce a top quality cider to the menu as the perfect accompaniment to great pizza. Aspall’s heritage, premium positioning and dedication to quality fit perfectly with Pizza Express’ values and our customers’ expectations."

For Aspall, the move marks a significant advance for its wider premium on-trade expansion strategy. Describing the listing as "real coup", Geoff Bradman, Aspall commercial director, remarked that this development "further develops our drive to promote cider as an ideal accompaniment to food".

In May 2010, the brand reported record sales of its Aspall Draught Suffolk Cyder, which increased its value by 14% in the on-trade, including a 40% value rise in the managed pub sector.

Relaunched in 2000, Aspall’s Suffolk Cyder is currently increasing its on-trade sales by more than 70% year-on-year.

Gabriel Savage, 03.05.2011