Locally produced, premium craft beers and ciders made the old-fashioned way are proving very popular with consumers. BWS talked to some of the stakeholders behind the exciting new craft beers and ciders in New Zealand.

McCashin’s Brewery produces the Full Stoke range, Dux Beer Range (Christchurch based), Rochdale Traditional NZ Cider, Frute’ Real Fruit Cider, Magners Irish Cider, and Aspall English Cider. Eight new Stoke beer flavours have been launched recently and more new launches are in the pipeline.

“Stoke is the No 1 craft beer brand from an independent brewery in sales, and five out of the top 20 craft SKUs*,” says Brent Ardern, McCashin’s Brewery in-market manager.

He explains: “Craft Beer is growing in total supermarkets at 24%*. We are seeing people prepared to pay more for quality products and also experiment beyond the mainstream flavour profiles. That is why we are so excited about new lines like the Smoky Ale and Biscuit in our single serve bomber range.”

He adds: “Being a 100% family owned and operated New Zealand company we are proud to work with businesses with a similar structure and ethos like McCashin’s Brewery. Both businesses have a long a proud history in the New Zealand liquor trade and we are excited to be working together, along with the other local craft producers, to nurture what is a rapidly growing craft beer market.”

McCashin’s Brewery’s products are distributed by Hancock’s Wine, Spirit and Beer Merchants.

*Aztec 14th August 2011

Magners Original Irish Cider

From the original recipe perfected since 1935, Magners is patiently vat matured to create the unique and refreshing taste of Ireland's favourite cider. This is a full-bodied and well-rounded premium apple cider, which is gently balanced between acidity and sweetness. It delivers both length and fruit. Its long, crisp taste makes it the ultimate thirst quencher.

Magners Original Irish Cider and Magners Pear Cider (both 4.5% ABV) are available at RRP $16.99 per 4pk 330ml and RRP $7.49 per 568ml (pint).

Crafted from 100% quality pear juice, Magners Pear Cider has a light pear aroma, embraced with a floral scent of elderflower and a subtle hint of honey dew and kiwifruit.

Magners has long been an Irish success story in its homeland and on the international stage has grown from strength to strength over the past seven years, now taking the number one spot of all packaged premium cider brands in Great Britain. Magners has a unique flavour profile which has developed over 76 years. Its uniqueness stems from a combination of the 17 varieties of fresh crisp apples used (sourced from the Magners orchards in Clonmel, County Tipperary), and the traditional cider-making process, where only the indigenous yeast strains present in the oak presses and wooden vats are used to ferment the cider. The blending process combined with William Magner's secret ingredient 'time' gives Magners a uniquely complex flavour. Magners is profiled at all stages of maturation by an expert panel and the taste profile of the maturing ciders is used for the selection of the unique “Magners Blend”.

Magners Pear Cider was introduced to the Magners brand portfolio in 2009. Just like Magners Original Cider, the quality of Magners Pear Cider is ensured by using only the freshest produce. Made in Ireland using 100% premium pears, Magners Pear has no artificial sweeteners or flavourings and is cold filtered for extra purity, making it crisp and refreshing with a delicate fruity character. Magners Irish Cider is gluten free.

Aspall Suffolk Cyder

The recipes for Aspall’s unique blend of bittersweet and culinary apples have been handed down through eight generations of the Chevallier family since 1728. The Aspall philosophy is quality without compromise, focusing on producing the very best range of super-premium ciders.

Made with the finest raw materials and with painstaking care and attention to detail, Aspall Suffolk Cyder is one of the finest drinks available and deserves recognition as such. Apples are graded by eye and to this day the Chevallier family insists on signing off every batch, ensuring quality remains first and foremost. As a result, the premium quality of the cider is consistently recognised with a multitude of top industry awards as well as being recognised as a ‘CoolBrand’ in Britain for 2010, 2011 and now 2012.

The Premier Cru (7% ABV) is Aspall’s flagship cider and the first of the re-launched range to go to market in 2000. It has enticed an admiring audience who describe it as “pale, subtle and crisp, with a fresh aroma of English apples”. Premier Cru has won many awards; most recently it took first prize in the cider category at the Quality Drink Awards for 2011, Silver at the British Bottlers Institute Awards 2011 and received 2 Stars at the Great Taste Awards 2011. It has also won the World’s Best Cider for two consecutive years in 2008 and 2009. It is available at RRP $7.49 per 500ml bottle and RRP $4.80 per 330ml bottle.

The premium quality of this product is represented in an equally striking signature bottle, a replica of the bottle that was used by one of Clement Chevallier’s (founder of the business in 1728) descendants, JB Chevallier, in the 1920s and 1930s. This stunning packaging ensures that it represents the image the contents of the bottle merit.

Redwood Cellars

New Zealand’s most awarded cider is produced by one of the country’s fastest growing companies. Redwood Cellars, the parent company of Old Mout Cider, recently won the Deloitte 2011 Fast 50 regional award for the fastest growing retail or consumer products business (Christchurch and Upper South Island region).

The company was listed as the 44th fastest growing company in New Zealand with 159.48% market growth, which has been attributed to the success of its Old Mout Cider.

Redwood Cellars MD and co-owner Justin Hall says this is a significant achievement for Redwood Cellars. He credits their growth to innovation and a continual focus on quality and taste.

“We’ve been making cider for more than 60 years now and we are continually looking at ways to do things differently. All of our ciders have a distinct, individual taste.

“We also pioneered a new category in the New Zealand cider market – cider blended with real fruit wine and we’re now crossing from niche into mainstream.”

Hall also credits the company’s success to its team and their ability to make sound business decisions.

Redwood Cellars is New Zealand’s oldest independent cidery and Old Mout Cider ranks in the top three best selling cider brands in the country, with 28 awards under its belt. Hall says the cider category is growing significantly in New Zealand.

“We’re going to keep focusing on innovation and producing a great-tasting product so we can take advantage of the huge growth potential this category has.”

Redwood Cellars produces a range of ciders under the Old Mout Cider brand – Boysencider, Feijoa & Cider, Pear Scrumpy, Scrumpy, and Classic Apple, and a new Cranberry & Cider will be available this December.

Made in Nelson since 1947, Old Mout Cider is proudly produced by the team at Redwood Cellars. Directors and co-owners, Scottie Chapman and Justin Hall, bought Redwood Cellars and reinvigorated Old Mout Cider in 2006. In 2011, Old Mout Cider launched a fresh new look with orchard style font and imagery, reminiscent of its home-grown “independent” cider background.

Chapman comments: “Our independent cidery and expert cider-makers use only top-notch local fruit. Because we make cider for cider lovers, and cider is our mainstay, we place a lot of focus on taste and quality. All of our ciders have a unique taste and profile – unlike any other. We’re not about producing ‘me too’ ciders – which our two new products this year Pear Scrumpy and Cranberry & Cider are testament to.”

He adds: “We might not be as big as our brewery competitors in the cider space, but we’re proud to have pioneered a whole new addition to the cider scene – cider blended with real fruit wine – which New Zealanders seem to love.

“All current variants are available in handy 1.25L PET bottles and 330ml 4pks. Both our new products are available pre Xmas in 1.25L PET only, with the 330ml 4pk available from February,” says Chapman.

He adds: “We’ve also done a bit of tinkering with our Apple Scrumpy. It’s now a slightly drier, more refreshing cider that delivers even more of our Scrumpy promise – gutsy apple flavour that’ll still let you know who’s boss.

“Being a dedicated cidery, with expert cider-makers, we’re always looking for ways to make cider better. It’s what we love and what we do best. Hence we’re 100% committed to innovation – with a focus on quality and taste. It’s too early for us to say what’s next, but it’s pretty exciting… as is our growth and export into Australia,” says Chapman.

He says: “The fruit and flavoured ciders are experiencing massive global appreciation and ever-increasing sales. Given, we have been the pioneers in this space in the New Zealand cider market, we are well set to continue our positive growth. However, unlike many other players starting to enjoy the sales in this space, here at Old Mout Cider we use only whole fruit to make fruit wine and blend this with cider (not just added flavouring). It is this blending of fruit wine and cider which makes us unique. Making fruit wine is part of our Redwood Cellars’ 60-year heritage.”

Zeffer Brewing Company

Sam Whitmore and Hannah Bower founded the Zeffer Brewing Company in Matakana in 2009. After witnessing first hand how big the cider market in the UK had become they decided to combine Whitmore’s background as a wine-maker and Bower's advertising and marketing experience to create a Kiwi cider brand.

They explain: “In New Zealand we have such an abundance of top quality fruit it seemed like a logical step to start making cider. We are very particular about the varieties and quality of fruit we use. Our philosophy has always been simple – good fruit makes good cider.”

Zeffer sources its apples and pears direct from growers around New Zealand and then freshly crushes them on site in Matakana.

Bower explains: “When we began we were aware that in New Zealand there were a number of sweet ciders on offer but we saw a gap in the market for a naturally dry product with no added cane sugar or artificial sweeteners.

“There are currently three products in the Zeffer range, a dry apple cider, dry pear cider and a new limited release called ‘Slack Ma Girdle’, which is made from a special blend of over 52 English cider apple varieties grown in Canterbury.”

Initially Whitmore and Bower began selling their cider through farmers markets and local Matakana outlets with demand for the product being so strong that they now have outlets nationwide with a number of supermarkets, bars and restaurants stocking the Zeffer range.

Johnny Arrow

It’s shaping up for a long hot summer and when the conditions are perfect the refreshingly dry Johnny Arrow cider really hits the spot. Johnny Arrow Cider has one third less sugar than average cider and is gluten free. The ‘less sugar’ message is now prominently displayed on the bottle neck and new clear plastic labels give the product a cleaner look.

Johnny Arrow brand manager Carla Rawson says: “This new packaging is aimed at emphasising the appealing points of difference to consumers; that Johnny Arrow is a dry cider which is less sweet than other ciders currently on the shelves.”

Johnny Arrow is a refreshing alternative to wine or beer on a hot summer’s day and is made from locally-grown fruit, ripened under the hot New Zealand sun, before undergoing a natural fermentation process that brings out the best of the fruit’s flavour. It’s the fermentation process used in the making of Johnny Arrow which creates the perfect balance of dry sweetness without having all the sugar.

Johnny Arrow Apple cider was awarded a bronze medal at the 2011 Brew NZ awards. Johnny Arrow cider is 4.5% ABV cider and available in both 4-packs and 12-packs at supermarket and liquor outlets nationwide, RRP from $11.99.

Isaac’s Cider & Speight’s Cider

Isaac’s Cider with Berry was launched in November and Speight’s Cider in July, 2011.

Isaac’s Cider is the market leader with 32% share of the category (ACNielsen (NZ) Ltd, ScanTrack, MAT Volume share to 6 Nov), says brand manager Hayden Harvey.

Speight’s Cider, while brand new to the market, already has 11% market share (ACNielsen (NZ) Ltd, ScanTrack, QTR Volume share to 6 Nov), he adds.

“We are seeing a constantly changing world in cider. Only a couple of years ago the category was stagnant with large format value PET ciders dominating the small volume of cider sold in New Zealand. The introduction of brands such as Isaac’s in the last two years, have turned the category on its head by offering a refreshing alternative to beer, wines and spirits for under 30s looking for something a little different.”

He explains: “Isaac’s and other emerging brands have removed category baggage and brought new consumers into cider, with a contemporary take on an old tired category. With unisex appeal, both males and females are attracted to the category and a raft of new flavours and formats have provided more choice for more occasions. Speight’s Cider has addressed a demand for a more masculine alternative to beer for under 33s males and is showing good success since launch. As consumers continue to come into this ever-evolving and growing category, cider looks to remain an exciting choice for consumers for years to come.”

Isaac’s Cider with Berry combines the crisp hit of apple with tart boysenberry for a bubbly beverage that’s perfect for hot summer days. The vibrant ruby red colour from the boysenberry juice and the clean and balanced finish makes Isaac’s Cider with Berry a delicious addition to the Isaac’s Cider family.

Isaac’s Cider with Berry is available in 6-packs (RRP $16.99) and 12-packs ($27.99).

Speight’s has introduced a classic, crisp cider made from locally-grown NZ apples. Speight’s Cider is a more traditional, drier drop that’s less bubbly and sweet than most bottled varieties. It’s full-flavoured, yet refreshingly thirst-quenching after a hard day’s work.

“Cider in New Zealand is experiencing a huge popularity surge, with 45% growth in the last 12 months – with Isaac’s driving most of this market growth. Cider’s popularity has exploded over the last few years, with a trend to sweeter, fruitier ciders,” explains Harvey.

He adds: “Speight’s wanted to keep with traditions, and being the expert brewers they are have created a robust, quality recipe in a more full-bodied style that’s true to Speight’s drinkers.”

Speight’s Cider is also the first in the country to include the “Love NZ” public place recycling logo on-pack. Love NZ is a government-led initiative which is providing permanent and temporary recycling bins and bottle banks for public places across New Zealand. Including the brand’s logo on Speight’s Cider packaging will help reinforce the message of where to put the empties once they’ve been enjoyed.

Speight’s Cider is available in supermarkets and liquor retailers (6 and 12 packs).

New flair for Monteith’s Crushed Apple and Pear

Monteith’s Brewing Co has unveiled a new pack format and packaging look for its Crushed Apple and Crushed Pear Cider range.

The new 12-pack variety, and artwork on the Monteiths Crushed Apple and Crushed Pear Cider varieties, will further build on the brand’s success and increase awareness says Jennie Macindoe, Monteith’s marketing manager. “We have extended the Monteith’s Crushed Cider range format to include 12-packs to provide more choice to people who enjoy both the apple and pear varieties. In doing so we also gave the packaging appearance a contemporary and fresh look with real fruit hanging on the orchard branches to stand out on shelves and reaffirm the Monteith’s cider credentials as being made from 100% freshly crushed fruit,” she says.

The delightfully tasty Monteith’s Crushed Apple and Crushed Pear Ciders are made from sun-ripened New Zealand fruits which, just like their name, have been freshly crushed to retain the fruit’s natural flavours. This is a point of difference to most of the other ciders on the market, which are made from concentrate.

The launch of the 12 packs is being supported by an extensive advertising campaign through the summer months, featuring billboards, press and digital activity. Key to the communication is the ‘Not from Concentrate’ message.

Monteith’s Crushed Apple Cider and Monteith’s Crushed Pear Cider (both 4.5% ABV) new 12-pack format is available in supermarkets and liquor stores, priced from $32.99.

Monteith’s salute to summer

The return of summer brings with it many good things; long lazy days, BBQs and Monteith’s Summer Ale. The uniquely refreshing seasonal brew is now enjoying its 13th summer, but Monteith’s head brewer, Tony Mercer, believes this exceptional beer is his best yet thanks to the blending of the best ingredients available.

“Brewing Monteith’s Summer Ale is truly a meticulous process. First we carefully select four different malts to give it a smooth heart, then we spice it gently with a little ginger and add locally sourced West Coast rata honey.”

The carefully crafted brew has remained true to its original 1998 award-winning recipe cementing its appeal with consumers and beer judges and making it one of the breweries most popular beers to date.

The refreshingly spiced bright gold Monteith’s Summer Ale is perfectly matched to long Kiwi summer days, lightly flavoured salads, barbequed meat and seafood dishes.

Monteith’s Summer Ale (5.0% ABV) is available in supermarkets and liquor outlets nationwide (RRP 6-pack $14.99, 12-pack $25.99).

Beer meets art

Tiger beer is giving emerging artists the chance to profile their design talents in the most public of ways – by having it emblazoned across chests nationwide in the Chinese New Year. The ‘Design a Tiger Tee Competition’ celebrates the imminent Chinese Year of the Dragon (2012) and marries Tiger’s Asian heritage with the beer’s long-running association with the arts. To enter, budding artists simply need to incorporate a dragon into their design plus the Tiger beer logo. The best three designs, judged by a panel including Huffer’s Sam Hickey, will each win a 27” iMac Computer worth over $2700. They also get their original artwork printed on a Tiger ‘Tee’ which will be given away from January 23, 2012.

Tiger beer’s spokesperson Carla Rawson says, “Tiger beer is proud to be different and celebrates self-expression so we wanted to mark the Year of the Dragon, the mightiest of the signs, by giving an emerging artist the chance to create a dragon and Tiger beer inspired ‘Tee’ design and win some great prizes and bragging rights in the process.”

But it isn’t just about the big prize – each week a promising design will be picked by the Tiger beer team with the chosen artist receiving a $250 Tiger beer tab.