Sales of an ancient Suffolk cider brand are soaring - and are almost 50% above pre-pandemic levels.
Aspall Cyder near Debenham said the brand now accounts for more than two-thirds (65 per cent) of super premium cider sales in pubs, bars and restaurants.
It has increased its share of the market by 19% compared to its 2019 performance, it said.
It has also secured further listings with national pub companies and independent venues - including Young’s, Mitchells & Butlers, and Greene King.
The final quarter of 2022 was especially strong, said the company, which is now owned by US drinks giant Molson Coors.
The brand was snapped up by the group in 2018 after reaching a deal with eighth generation owners Barry and Henry Chevallier Guild.
The new owners have invested millions of pounds in site improvements and the brand.
That helped it to achieve a 65% uplift in sales value in the last quarter of 2022 compared to the same period in 2019.
In retail, sales were up 16% year-on-year in Q4, nudging it up to the second largest super premium cider in grocery during that period.
This was helped by the launch of new multipacks of its Draught Cyder, which generated 23% in incremental sales.
Over the last 12 months, Aspalls featured in its first TV ad as part of a £3m marketing campaign.
Aspall Cyder House started at the factory's current site in 1728. The drink is known for its crisp, dry east coast flavour.
Marketing controller Stuart Ayre said: “Aspall’s heritage, coupled with its great taste, have established its place as the number one super premium cider in the UK.
"Our significant investment in the brand over the past year, led by the ad campaign, has really helped us to build on this popularity and unleash Aspall’s full potential.
“The record growth we’ve seen ties in with the wider trend towards premium options, which shows no sign of slowing down, so we’re confident Aspall will continue to grow.
"We’ll keep investing in the brand to maintain the momentum we’ve generated, engage consumers and ultimately help our customers to make the most of the opportunities it can provide to grow sales.”
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