Cider On Down To Greymouth

Media Release
August 2009
Cider On Down To Greymouth

Thanks to a combination of gravity and the great guys at Monteith’s Brewery in Greymouth, Cider fans have a reason to rejoice in a new refreshing drink for summer.

Monteith’s new Crushed Apple Cider is crafted from sun-ripened New Zealand fruit that gravitate from the country’s many thousands of apple trees before journeying to Monteith’s master brewers in Greymouth who spend three months carefully nurturing the freshly crushed apple juice.

It may be a new development for Monteith’s – renowned for its off-beat brewing prowess – but world-wide and in New Zealand, Cider is making a comeback.

“We’ve been working through some facts and figures while the apples ferment,” says Monteith’s brand manager Russell Browne. “You might be surprised to know the Cider market in New Zealand is worth $4.5 milion a year and is growing at nearly 13 per cent.

“But it has had an image problem caused in part by low-rent PET bottles and also in part by low quality raw materials where concentrate has been used to produce cider.”

Mr Browne says Cider is becoming increasingly popular in New Zealand with the same upward trends that have recently occurred in the UK.

“Specifically people are looking for a premium Cider and we have been developing a 100 per cent New Zealand apple-sourced Cider to meet this growing consumer demand.”

Fresh sun-ripened New Zealand apples have been crushed to retain the fruit’s natural flavours. The apple juice is then patiently fermented to deliver a revitalising premium Cider.

“Kiwis are keen on natural products that have a great taste – not products made from concentrates. And currently there is a reverse flow of New Zealanders returning from their OEs and bringing with them the tastes they have developed in the old country.

“This summer we’re picking people will enjoy it poured over ice for the ultimate refreshment hit,” Mr Browne says. “It’s certainly a drink worth talking over.”

Monteith’s Crushed Apple Cider is a 4.5% alcoholic beverage available from September on tap and in bottles in bars nationwide and four-packs from supermarkets and liquor stores. The four-packs retail for $14.99.

ENDS

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