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In Good Company signs UK distribution deal for Sassy Cider

16 October 2024 By Jessica Mason

In Good Company, which houses beers including Magic Rock, Fourpure and Big Drop, has inked a deal for Sassy Cider marking its first foray into the category.

Speaking to the drinks business, In Good Company’s CEO Steve Cox said: “Coming on board as Sassy Cider’s chosen UK distributor marks the first cider in In Good Company’s portfolio, an exciting proposition in line with booming appeal for craft and premium ciders in the UK. This rising demand means shoppers are actively looking for brands that offer authenticity, sustainability and exceptional taste credentials.”

Describing the appeal for the business and British consumers, Cox told db: “Sassy also offers natural ingredients, a lower ABV and lower calories, which marries with wider industry trends creating a real sweet spot for the brand, and we’re confident this exceptional Normandy cider will perform very well on UK shores.”

Made with 100% natural juice from locally sourced apples and pears, and with a lower ABV and fewer calories, the In Good Company boss highlighted how “Sassy Cider blends authentic Normandy provenance with contemporary cocktail culture” and noted how “the brand has positioned its ciders as more than just a simple drink, but the perfect aperitif, alternative to wine or cocktail ingredient”.

According to the company, it is this approach that has won it high profile 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.

Cox revealed that the plan was for the company to “start work on growing UK distribution of its range of both apple and pear ciders, as well as its brilliant Calvados”. He also described how “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”.

Revealing more about how the business is developing, Cox explained: “In the last year, we’ve significantly expanded In Good Company’s portfolio, newly brewing and managing distribution for craft beers Big Drop and People’s Captain and just a few months back, winning the contract to distribute China’s leading beer Tsingtao.” But, he admitted: “It’s a tough market out there” before shrugged off the challenges and insisted that he was “confident that the increasing breadth of our offering, alongside our strong industry knowledge, sets us in good stead to meet ambitious growth targets”.

In Good Company off trade controller, Tom Buckle, hinted: “Whilst Sassy already has some fantastic listings across the on and off trade, we are looking forward to introducing this exciting range of products to a wider audience – commencing with an exciting new retailer listing very soon.”

Xavier d’Audiffret co-founder of Sassy Cider also pointed out how “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”.

Also echoing his support for In Good Cider becoming the UK distributor for the brand, Sassy Cider co-chairman, David Flochel added: “I’m thrilled to chair Sassy alongside Xavier and now working with Steve and his teams to accelerate Sassy’s growth. Together, we will execute our shared plans and the next phase of growth.”

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