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Merrydown
is pioneering a unique marketing campaign to showcase a new food and
drink pairing. TV food and drink pundit Joe Wadsack is supporting the
campaign stating that cider is a natural match for hot and spicy
Indian foods. And the flavour of Merrydown, made with the juice of
eating apples rather than bitter cider apples, goes particularly well
with curries.
Merrydown is using this link
between its ciders and curry to tap into a new usage occasion by
demonstrating how its unique recipe, using the juice of crisp eating
apples and Champagne yeast, makes Merrydown ciders the perfect match.
The initiative comes at a time when the premium cider category is
thriving, showing an 87% increase on the MAT in volume.*
The "Curry and
Merrydown" campaign was launched at London Michelin-starred
Indian restaurant Benares, when Joe Wadsack matched Merrydown's
ciders alongside a seven course tasting menu from award-winning chef
Atul Kochur.
Joe said: "Cider is a
fantastic drink. It is cool and refreshing, making it the perfect
accompaniment to spicy food. We worked closely with the chef at
Benares to match the ciders to the tasting menu and the results are a revelation."
Chris Carr, Managing Director of
Merrydown, said: "Consumers traditionally drink beer with
their curries, but Merrydown, which has been made to the same Sussex
recipe for 60 years, goes just as well - if not better.
"Curry is a huge market
in the UK, with adults spending 5% of their salaries annually on
enjoying a curry. More than 220 million ethnic meals are served in
the UK each year, so there is a huge opportunity for consumers to
enjoy this great matching of food and drink for themselves.
"We pride ourselves on
the fact that each bottle of Merrydown Cider is made with love - the
apples we use, the Sussex recipe and our heritage are all proof of
that. Atul also prides himself on the love, care and attention that
goes into his food, which made Benares the perfect location to launch
our campaign."
Merrydown will be targeting curry
lovers throughout the year with an invitation to the public to attend
a curry lovers' evening, plus continual curry- focused activity on
the Merrydown website. 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.
Trade enquiries - SHS Sales &
Marketing Tel 01242 570288
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