MV Beer Company's Dr Pilkington's Miracle Cider, made in collaboration with Chapel Hill Wines, has been picked up by the Woolworths supermarket chain for sale through its Dan Murphy's, BWS and Woolworths Liquor outlets as part of a trial.
Sporting quirky old-time labels that talk of miracle cures, the apple cider will be available on tap across the country and in 500ml bottles from this week through other independent bottle shops, bars and restaurants.
Set up in 2008 by a bunch of craft-beer South Australian mates, MV Beer Company's popularity led to the opening of a new brewery in July this year.
Head brewer Jeff Wright and brand manager Josh Stuart continue to build the business after the exit of co-founders Adam Trippe-Smith and David Prescott last December.
Until mid this year, the beer, in excess of one million litres per annum , was brewed in Sydney.
The cider, made from locally grown pink lady and granny smith apples is processed on winemaking equipment at the Chapel Hill winery and carbonated and kegged at the new brewery.
"We'd been wanting to do a hand-crafted apple cider that was in line with our philosophy for beer; craft ingredients and processes," Mr Stuart said.
"It's a booming category, and consumers know this.
"We've had hundreds of requests in the past 18 months at festivals and from the trade of if we have a cider. This is where a conversation with Bryn Richards from Chapel Hill came in."
Mr Stuart says plans are to feature its cider claimed to be less sweet than other brands in the market heavily over summer.
Latest research points to cider being the new beverage of choice among 18 to 24-year-olds who drink alcohol.
Recent research by Roy Morgan also reveals the scales are evenly tipped between male and female cider drinkers.
Interestingly, while the proportion of 18-24 year olds who drink alcohol fell from 74.7 per cent in 2008 to 72.2 in 2012, the proportion of cider drinkers has more than tripled, from 5.1 per cent to 18.7 per cent.
Cider consumption by this group has shown a steep increase over the last five years, and it's still growing, despite other alcohol categories declining, says Geoffrey Smith, general manager consumer products at Roy Morgan Research.
"The rise of cider is just part of a shift in Australians' drinking patterns. We can expect to see continuing product and brand innovation in the alcohol sector as marketers respond to the declining consumption of more traditional offerings."
While the cost of cider - sometimes on par with cask wine - may be an important underlying factor, researchers at UK's Brewing Research International have confirmed high levels of health-enhancing antioxidants in cider, on par with red wine.
MV Beer Company also owns the Salopian Inn, now called the VALE/INN Taphouse & Kitchen, which serves the cider and beers along side other global brands.
Adelaide Now :
- October 15, 2012
