Westons is launching the first bag-in-box cider in recent years into the off-trade with the release of a 3-litre container of Organic Draught Vintage Cider.
The product, which has gained a listing with Waitrose, contains just over five pints and promises to keep the cider fresh for up to six weeks if chilled.
It is being launched following the success of the 20-litre version in the pub trade, with the Herefordshire producer convinced that there is a growing market for quality, organic cider.
Marketing manager Jules Schad said: “It stays fresh until the last drop, which isn’t always the case with screwcap cider.”
Organic Draught Vintage Cider has an rsp of £9.83.