Merrydown has launched a Curry and Merrydown campaign to demonstrate how well its ciders go with hot, spicy dishes. TV food and drink pundit Joe Wadsack is supporting the initiative.

Merrydown says its unique Sussex recipe makes Merrydown Vintage Cider the perfect choice to drink with takeaway and home-cooked curries. The campaign comes at a time when the premium cider category is thriving, showing an 87% increase on the MAT in volume (Nielsen Scantrack: Glass Bottled Cider, Grocery Mults w/e 26/01/08).

Retailers can take advantage of the link by ordering free curry-orientated POS, including empty belly posters, shelf barkers and wobblers, via a dedicated POS hotline 0800 9173450. We have a case each of Merrydown Vintage Cider plus curry orientated POS kits to give away to 10 readers.