In Good Company, the business behind craft beer brands such as Magic Rock, Fourpure and Big Drop, has become the chosen UK distributor for premium French brand SASSY Cider.
Made with juice from locally sourced apples and pears, and with a lower ABV and fewer calories, SASSY Cider has positioned itself as an alternative to wine or a cocktail ingredient.
This approach has won it listings in the UK, including Côte Restaurants, Bill’s, The Ivy Collection, The Wolseley Hospitality Group (including Brasserie Zedel), Majestic Wine, Daylesford, Harvey Nichols and Selfridges. In Good Company has been onboarded to manage full UK distribution, with the goal of expanding SASSY’s retailer and hospitality listings.
In Good Company’s CEO, Steve Cox, said: “We’re excited to welcome SASSY to In Good Company as we start work on growing UK distribution of its range of both apple and pear ciders, as well as its brilliant Calvados. The brand has a very compelling point of difference, and its products really deliver on taste, and we’re looking forward to utilising both our on and off-trade industry relationships to build on the success of its distribution with premium outlets to date.”
Xavier d’Audiffret, co-founder of SASSY Cider, added: “Steve and his team at In Good Company know the UK retail and hospitality industries inside out. They have long-standing expertise in the premium beverages market and really strong relationships, so felt like the perfect partner where our cider could sit alongside a range of beers in their portfolio that also carry very strong quality and craft credentials.”
NAM Implications:
- A key stand-out has to be Sassy’s positioning as ‘an alternative to wine’…
- …for diners still managing to eat out in medium-level hospitality…
- …where the price of a bottle of wine would push them over the edge.
- i.e. Sassy Cidre Brut 5.20% 750ml at £4 per bottle could provide a manageable substitute…
