By Amy Looker
Pacific Beverages gave the media a sneak preview of a new cider last night (Sep 8), ahead of its official launch today, as the Coca-Cola Amatil and SABMiller joint venture looks to compete for market share in the lucrative cider category.
Dapple Cider is the first cider in the Pacific Beverages portfolio and will initially roll out in on-premise venues across the eastern states including Sydney’s Coogee Bay Hotel, Melbourne’s Beer Deluxe and Zen Bar in Brisbane.
Peter McLoughlin, Sarah Dennis, Paul Feasey and Paul Gloster at the launch
Dapple’s marketing manager, Sarah Dennis, said the cider is specially crafted for the Australian climate and palate from seasonal apples sourced from the Goulburn Valley.
“Australians are adopting cider in droves, and Dapple Cider is a new age cider that is uniquely formulated for the Australian palate. We source all our apples from the Goulburn Valley and are proud to be supporting the Australian apple growing industry,” Dennis said.
“The Australian cider market has been dominated by more traditional ciders based on international profiles. We recognise that Australian consumers are looking for a refreshing, dry cider that delivers a mid-level sweetness with low ferment flavours and a crisp, fresh apple taste. Dapple Cider has been tailored to satisfy these consumer tastes.”
Dapple Cider is brewed at Pacific Beverages’ Bluetongue Brewery on the NSW Central Coast and is currently available in a draught format.
The launch is also supported by eye-catching point-of-sale and uniforms for venues and bar staff.