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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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 ľ which makes it especially galling that we spend so much time divided over it.

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