Crispin Cider Co. debuts new variety pack
Crispin Pearsecco launches with packaging option
Crispin Cider Co., a division of Chicago-based MillerCoors, continues to innovate with the debut of a new variety pack of 12-ounce slim cans, now available nationwide. Among the featured flavors are portfolio staples Crispin Rosé and Crispin Brut, along with its new flavor, Crispin Pearsecco.
According to recent Nielsen data, pear-flavored hard ciders were up 120 percent and Prosecco wines were up about 10 percent during the 52-week period ending Dec. 22, 2018. With both flavors thriving in their respective categories, Crispin identified an opportunity for its latest new flavor: Crispin Pearsecco. Crispin Pearsecco is an amalgamation of pear-based cider with a bubbly prosecco taste, offering a unique, crisp, yet dry taste, the company says. Beginning in late spring, the new Pearsecco flavor also will be offered in stand-alone slim can six-packs.
"The release of Crispin Rosé was our first venture into wine-inspired ciders at the forefront of the Rosé trend last year," said Danielle Rappoport, director of ciders, Mexican imports and flavored malt beverages, in a statement. "Both Prosecco and pear-inspired beverages have seen strong growth in recent years. With the new Pearsecco flavor, we are continuing to appeal to cider and wine drinkers alike with yet another rendition of our fresh and modern take on cider."
The slim-can variety pack, designed with convenience and sophistication in mind, contains hard ciders perfectly suited for a wine glass, it says. Crispin Rosé, is crafted with rose petals and hibiscus for a smooth, floral taste, and clean finish; and Crispin Brut, an existing flavor with updated packaging, is a crisp and refreshing hard cider that finishes extra-dry and tart like a brut Champagne, the company says.
"We have a great-tasting lineup of ciders in our portfolio, and we want to give new and existing drinkers the opportunity to sample them in a convenient way," Rappoport said. "Our sleek, eye-catching slim cans are perfect for grabbing-on-the-go, entertaining and enjoying during countless outdoor occasions."
Crispin will support the launch of its new variety pack with a robust, 360-marketing campaign, including public relations, out-of-home ads, a large social campaign with notable influencer partnerships and paid social media spend, it says.
The variety pack contains six cans of Crispin Rosé, three cans of Crispin Brut, three cans of Pearsecco and is available nationwide at grocery and liquor stores for a suggested retail price of $16.99.