Aspall rebuilds Indian empire

UK cider brand Aspall has extended its empire-building ambitions to India as part of a wider plan to target growth in emerging drinks markets.

The move marks a return to India for the Suffolk-based brand after a 110-year hiatus. Aspall was first made available there in 1902, when it was ordered for officers’ messes across the country by Lord Kitchener of Khartoum and Baron of Aspall from his cousin, JB Chevallier, great-grandfather of the current owners.

A new listing with Mumbai food and drink retailer Godrej Nature’s Basket will now see the Suffolk brand’s Premier Cru, Perronelle’s Blush and Imperial expressions distributed across 11 outlets, with plans to eventually extend this coverage across Maharashtra and Bangalore.

After three years watching the Indian market, Aspall is also developing a presence in a number of Mumbai on-trade venues, including Café Zoo, Barking Deer, Woodside Inn and Busaba.

Announcing the news, Aspall partner Henry Chevallier Guild noted the brand’s existing presence in Russia, Japan, Brazil and China as he remarked: “Indian drinkers are drawn to the combination of Aspall’s rich English heritage and history, and the clean and refreshing taste of the cyder.”

Describing cider as “the staple of the empire” before the rise of India Pale Ale, he linked this popularity to Aspall’s historic spelling as he remarked: “All of these cyders were spelt with a ‘Y’, likely denoting they were double-fermented to a higher alcohol to survive the journey.”