Merrydown Dry makes a comeback

SHS Drinks is reintroducing Merrydown Dry to tap into the growth of glass-bottled apple ciders.

The sub-category is growing 14.5% in the impulse channel to a value of £76 million, and Merrydown will now have three variants designed to fit into this segment.

The 6.8% abv Merrydown Dry will be available from mid-May, priced at £2.69 for a 75cl bottle. The drink is described as a “refreshingly crisps cider with a distinctive appley bite”.

Merrydown ciders are made from hand-picked eating apples from Sussex, rather than the bitter-sweet cider apples used by most producers.

The relaunch will be supported by on-shelf POS and a social media campaign including giveaways.

Amanda Grabham, head of brand marketing – alcohol at SHS Drinks, said: “Back by popular demand is an oft overstated claim but with Merrydown Dry it is wholly appropriate: trade stockists and cider-lovers really missed it, so we had a rethink and brought it back. We are confident that Dry’s loyal fans and previous trade stockists will welcome it back with open arms.”