Marco Pierre White is extending his Governor ale brand into cider this month - and has revealed plans to add a lager to the line-up next year.
The 4.8% abv Governor cider, which is produced in conjunction with Westons, will roll out exclusively to all Morrisons stores in the next few weeks in addition to the chef's 12 pubs.
White told The Grocer he was a big fan of Westons' 7.3% abv Old Rosie and 4.8% abv Bounds brands, which he stocks at his pubs, and wanted to develop a cider that matched Old Rosie on taste but had a lower abv.
"Old Rosie is a bit too strong for some of my diners because they're driving, so I tend to mix 75% Bounds and 25% Old Rosie for a delicious drink that's not as strong," he explained. "I wanted to create something that was less than 5% and a sibling for the Governor ale, which is why this cider was born."
Westons described Governor cider as slightly sparkling and hazy, with fresh apple flavour and hints of citrus and spice. It is matured in old oak vats at Westons' mill in Herefordshire.
The Governor Cider will retail at £1.75 for a 500ml flint beer-style bottle and will also feature in a four for £5.50 multibuy deal at Morrisons. It will sit alongside White's The Governor 100% British ale, which is brewed by JW Lees and rolled out to the retailer in August.
Morrisons will exclusively stock Governor cider until the end of February 2012, but Westons is in discussions with other on and off-trade outlets regarding a wider rollout.
White is also developing a British lager under the Governor brand - again with JW Lees - for launch next year.
"Where possible I like to serve British products in my pubs - so I want a British ginger beer, a British lemonade, a British beer, a British lager and a British cider," he said.
According to Kantar data for the 52 weeks ending 10 July, sales of cider and perry have grown 9.6% by value year-on-year to £655.7m, while volume sales have risen 6%.
The 4.8% abv Governor cider, which is produced in conjunction with Westons, will roll out exclusively to all Morrisons stores in the next few weeks in addition to the chef's 12 pubs.
White told The Grocer he was a big fan of Westons' 7.3% abv Old Rosie and 4.8% abv Bounds brands, which he stocks at his pubs, and wanted to develop a cider that matched Old Rosie on taste but had a lower abv.
"Old Rosie is a bit too strong for some of my diners because they're driving, so I tend to mix 75% Bounds and 25% Old Rosie for a delicious drink that's not as strong," he explained. "I wanted to create something that was less than 5% and a sibling for the Governor ale, which is why this cider was born."
Westons described Governor cider as slightly sparkling and hazy, with fresh apple flavour and hints of citrus and spice. It is matured in old oak vats at Westons' mill in Herefordshire.
The Governor Cider will retail at £1.75 for a 500ml flint beer-style bottle and will also feature in a four for £5.50 multibuy deal at Morrisons. It will sit alongside White's The Governor 100% British ale, which is brewed by JW Lees and rolled out to the retailer in August.
Morrisons will exclusively stock Governor cider until the end of February 2012, but Westons is in discussions with other on and off-trade outlets regarding a wider rollout.
White is also developing a British lager under the Governor brand - again with JW Lees - for launch next year.
"Where possible I like to serve British products in my pubs - so I want a British ginger beer, a British lemonade, a British beer, a British lager and a British cider," he said.
According to Kantar data for the 52 weeks ending 10 July, sales of cider and perry have grown 9.6% by value year-on-year to £655.7m, while volume sales have risen 6%.
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