French craft cider brand SASSY has announced its single biggest listing to date, launching in 500 Tesco stores from this week.
The range, distributed in the UK by Keystone Brewing Group, will see its signature SKUs, SASSY Rosé 75cl (3% ABV) and SASSY Session 75cl (4% ABV), available to UK shoppers for the first time on a national scale.
Founded in 2014, the SASSY brand offers a new take on traditional Normandy cider with a modern, premium twist. The range is designed to meet consumer demand for lighter, lower ABV drinks with fewer calories, while also doubling as an alternative to wine, an aperitif, or cocktail ingredient.
The nationwide listing with Tesco builds on SASSY’s strong momentum in the UK, following launches in Majestic and Waitrose, and marks a key milestone in the brand’s strategy with Keystone Brewing Group to expand its footprint across both the on- and off-trade.
Xavier d’Audiffret-Pasquier, co-founder of SASSY, commented: “Launching SASSY in Tesco is a defining moment for our brand. It gives us the scale to introduce premium French cider to a much wider audience in the UK and underlines our ambition to make cider exciting again. This partnership will accelerate our growth and visibility in a way that few other opportunities could.”
Craig Brackett, Business Unit Director at Keystone Brewing Group, added: “We are excited to expand Keystone’s portfolio at Tesco, securing our presence in the off-trade cider category. Making Sassy accessible nationwide provides us with a special opportunity to directly engage more customers, as we approach the industry’s most important trading season.”
