ODC exotic fruit ciders hit the off-trade

Soul Tree has released a range of premium bottled fruit ciders under the ODC Drinks brand.

The first flavours to be launched are the 4% abv Pomegranate Panache and 4% abv Mango Fandango, packaged in 50cl bottles.

Brand manager Anita C said: “We have created a strong premium product with bags of natural taste and personality, a real stand out, game changing brand in a crowded ‘me-too’ market place. ODC is not just a drink to be consumed, but a creation to be experienced.

“Fruit cider is one of the fastest growing sectors in the alcoholic drinks industry with years of growth potential, domestically and internationally. Today’s consumers seek experiences rather than drinks; ODC is just the kind of brand that consumers love to engage with and share.”

The team behind ODC is from Soul Tree, which has various wine brands, including Indian wine.

“Soul Tree was born out of an innate passion to conquer unchartered waters, t alter perceptions, and, importantly, to give consumers a taste of what they have been missing. It is all about dreams, inspiration, and the future. ODC is just the natural next step in that direction.”

The team’s advisory board includes Denis O’Flynn, who until recently was managing director of Pernod Ricard UK; Pavi Binning, a former CFO of Diageo Europe; and Master of Wine Richard Bampfield. 

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