Refresh raises glass to cider sector's elf

09 February, 2007

Refresh UK is launching its first cider to capitalise on the category 's success .

The 6 per cent abv Green Goblin cider has been created in partnership with Thatchers and builds on the character of the Wychwood brand.

Rupert Thompson, chief executive of Refresh UK, said: "It's a special recipe we have worked on together and it's a development on from some of the ciders we've admired in the market.

" Green Goblin's got a particularly fruity character with quite a lot of fruit on the nose and it's oak aged so there is a slight dryness."

The company already has listings with Waitrose, where the cider will go on sale on Feb 24, and Sainsbury's wh ich will stock it a month later.

Thompson said Refresh had accelerated plans to release the product after cider sales shot up last year.

He said: "We have been looking at the cider category for a long time, but what happened to Magners made us put our plans into a slightly higher priority level."

Ad campaigns around the cider are likely to be in the same vein as Refresh's Lagerboy campaign for Hobgoblin.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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