By James Atkinson
Diageo Australia has taken on the marketing and distribution of Rochdale Traditional Apple Cider, a craft cider produced by McCashin's Brewery in Nelson, New Zealand.
Rochdale Cider is made from crushed New Zealand apples, yeast and Palaeo water, which the McCashin family claims is "the purest water in the world".
Diageo has initially introduced Rochdale Cider to Australian consumers via 300 on-premise outlets across Australia, with a view to increase the offering to off-premise customers in 2013.
"Rochdale Cider presents Diageo with an opportunity to tap into the premium cider segment – the fastest growing alcohol sector in Australia," the company said.
Rochdale Cider will be marketed to Sydney consumers at 'Beached As', a special Sunday event to be held at the Beach Road Hotel, Bondi Beach, at which the cider will be matched to a unique menu created by Kiwi chef Grant King of Sydney restaurant Gastro Park.
McCashin's Brewery also produces Saxton Cider, a private label cider developed specially for Woolworths.
McCashin's general manager Andrew Murray said the brewer did not want to comment on the new distribution agreement at this stage.
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That is so sad that 1) they are adding water, and 2) they are bragging about the water instead of bragging about the apples.