Aspall celebrates sales success after major investment

Sales of Aspall Cyder are 50% above the pre-pandemic level, with a modernised production site and the brand’s increasingly dominant position in the on-trade to thank.

As reported in the East Anglian Daily Times, the Suffolk-based cider brand now accounts for 65% of super premium cider sales in hospitality venues, with its share of the market 19% higher than in 2019.

Part of this expansion into the on-trade has been due to the securing of listings with major national pub groups, including Greene King (headquartered in nearby Bury St. Edmunds) and Young’s.

Off-trade, the brand also enjoyed similar success, as sales were up 16% year-on-year in Q4 of 2022.

North American owner Molson Coors, which has owned the brand since 2018, recently completed a £16 million investment in the Aspall Cyder House, next to the village of Aspall, as well as a £3m advertising campaign. Premiering last summer, it was Aspall’s first TV advertising campaign.

Marketing controller Stuart Ayre said: “Aspall’s heritage, coupled with its great taste, have established its place as the number one super premium cider in the UK…Our significant investment in the brand over the past year, led by the ad campaign, has really helped us to build on this popularity and unleash Aspall’s full potential.

“The record growth we’ve seen ties in with the wider trend towards premium options, which shows no sign of slowing down, so we’re confident Aspall will continue to grow…We’ll keep investing in the brand to maintain the momentum we’ve generated, engage consumers and ultimately help our customers to make the most of the opportunities it can provide to grow sales,” concluded Ayre.