Wychwood may increase its cider offering

25 July, 2007

Wychwood Brewery chief Rupert Thompson has indicated that the company may add further ciders to its portfolio after the launch of Green Goblin earlier in the year.

“I don’t think it will be the only one, but it’s early days,” he said. “It’s tough to come into a market that already has a lot of good products in it, but we’ve tried to give Green Goblin a different taste with lots of apple character in it and it’s gone very well.”

Green Goblin, produced under contract by Thatchers, is to be listed by Tesco and Asda in the autumn.

Wychwood will also add to its agency range of beers in the autumn when it introduces InBev-owned German bottled beers Spaten and LowenWeisse.

Wychwood already handles UK sales of Lowenbrau.

Both beers are 5.2 per cent abv and will have a guide retail price of £1.59 for a 50cl bottle.

The company will also revamp the marketing for its Hobgoblin ale to make it more product-focused, but will not be ditching its Lagerboy character altogether.

“We want to communicate that we’re delivering interesting beer while perhaps we’ve previously focused on delivering interesting advertising,” said Thompson.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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