FRANKLIN CIDER CO. LAUNCHES, OPENING NEW PREMIUM VOLUME MARKET
COMPANY’S BID TO OCCUPY UNIQUE PREMIUM VOLUME POSITIONING IN AUSTRALIA’S $300 MILLION CIDER MARKET
TASMANIA, DECEMBER 2012: The Franklin Cider Co. officially launches this month, bringing cider lovers a true taste of homegrown premium cider.
A collaboration between award-winning vigneron Julian Alcorso and Tasmania’s Woodside Orchards, the company will release two launch varieties: Frank’s Summer Apple and Frank’s Summer Pear Ciders, with further premium seasonal varieties in the pipeline, including cherry and strawberry.
“We’ve designed our ciders to occupy a unique position in the marketplace,” comments Naomie Clark-Port, Franklin Cider Co.’s Joint Managing Director. “Both industry statistics and our own thorough research identified two distinct ends of the cider market – craft or handmade at one end and premium high volume at the other within Australia’s $300 million cider marketplace.
“Many new Australian cider products fall into the craft/handmade category. We are lucky enough to be able to combine our access to large quantities of premium raw ingredients with best practice high volume manufacuting to be a player at the premium, high volume end of the market.”
When it comes to comparing apples with apples, Franklin Cider Co. has already pipped the post following its recent triumph at the 2012 Australian Cider Awards. It was here, just 2 months ago, that the company’s first cider pressings were awarded Best in Class for its Frank’s Sweet Perry Summer Pear Cider and a Bronze Medallion for its pre-release Frank’s Summer Apple and Pear Ciders.
Alcorso, the maker behind the Frank’s Cider magic, receives fruit from Woodside orchard in the heart of Australia’s renowned Huon Valley apple-growing region. Describing the process, Alcorso says: “Much like wine, the quality and depth of a cider’s flavour is a direct result of the trees from which we source the fruit. In Frank’s case, we use quality tree-ripened apples, some from trees dating back over 100 years, first planted by Naomie’s great grandfather, Frank Clark.
“Our no-concentrate ciders are an experience since they deliver a very distinctive just picked fruit taste, testing extremely positively amongst our target audience. We expect, and can cater for, a very high volume in sales,” concluded Alcorso.
Domaine Wine Shippers are the appointed national distributors for the brand, which is to be supported by a $500,000 launch PR and digital, event and social-led marketing program.
The Company has already secured distribution in key venues in TAS, QLD, VIC & NSW including Melbourne’s Crown Casino.
Frank’s Cider is available in 330ML bottles with an RRP of $5.50 for both varieties. The cider is also available in a Four Pack and 30 litre kegs. Visit www.frankscider.com.au or the Frank’s Cider Facebook page for regular variety updates.
• NEED TO KNOW A LITTLE MORE?
WHO’S FRANK?
Frank was the third of six generations of the Clark family to grow apples at Woodside. He was also a “purist”. Frank insisted on only natural and pure ingredients in everything. Frank’s Ciders, made from pure apples and pears, are named in his honour. We think Frank would have approved.
ABOUT WOODSIDE ORCHARDS
Nestled in the heart of Australia’s renowned apple-growing region in Tasmania’s Huon Valley, Woodside is a 150 acre apple and pear orchard, owned by the Clark family since 1836. Naomie Clark-Port and her husband Tony Port are Joint Managing Directors of the orchard and Franklin Cider Co. Naomie represents the fifth generation of the Clark family to live and work at Woodside, where some of the finest quality trees, now over 100 years old, were hand planted by her Grandfather, Frank.
ABOUT JULIAN ALCORSO
The idea to release Frank’s Cider was hatched one day after leading winemaker, Julian Alcorso, paid a visit to Tony and Naomie at Woodside. Recognising the quality and significant volume of apples and pears would be perfect for a new cider; Julian worked with Naomie and Tony to develop the blend .
Julian’s experience is founded in the wine industry. As the winner of Gourmet Traveller’s Winemaker of the Year 2009 and the man behind some of Australia’s most respected wines, Julian Alcorso insists quality cider is all about the fruit. And indeed when it comes to fruit, Julian is considered an expert. Since its establishment over a decade ago, his renowned and multi-award-winning contract wine company, Winemaking Tasmania, is responsible for releasing hundreds of multi-award winning wines. Frank’s Cider is the latest of his product masterpieces to gain significant wins.
THE FRANK’S CIDER RANGE
Launching with Frank’s Summer Apple Cider and Frank’s Summer Pear Cider, Franklin Cider Co. will continue to release quality volume seasonal varieties, keeping the range fresh and innovative. Future cider pressings will include Blackberry, Strawberry and Cherry. New releases will be announced to the media and on the Frank’s website and Facebook page.
Frank’s Summer Apple Cider
Made from tree-ripened apples, Frank’s Summer Apple Cider is a Medium Sweet variety – light and crisp and immensely refreshing. Winner of the Bronze Medal at the 2012 Cider Awards, the local and international judges loved it as much as we did!
Frank’s Summer Pear Cider
Deliciously sweet and refreshing, Frank’s Summer Pear Cider is the ‘Sweet Perry’ variety. Perfect for summer, the just-picked pear flavour stirs your palate from the first sip. Winner of the Bronze Medal and Awarded Best in Class at the 2012 Australian Cider Awards, we think you’ll love it, too.
WHAT’S IN FRANK’S CIDER?
Unlike a number of other cider brands, Frank’s Cider is not made from concentrate. Just pure apples or pears. Its alcohol volume is 5.0 per cent.
BOTTLE SIZE AND RRP
Frank’s Cider is available in 330ML bottles, approximately 1.3 standard drinks, at a Recommended Retail Price (RRP) of $5.00 for both varieties. The cider is also available in Four Packs, at a Recommended Retail Price (RRP) of $20.
30 litre kegs are also available.
WHERE CAN YOU BUY FRANK’S CIDER?
Domaine Wine Shippers is the appointed distributor of Frank’s Cider. In this launch phase lisitings have been secured in TAS, VIC, QLD and NSW. Visit www.frankscider.com.au for the latest distribution update.
Frank’s
