North American brewing company Molson Coors has announced its acquisition of UK cider company Aspall.
The takeover is set to bolster the beer giant’s cider portfolio and strengthen its position in the UK and international cider market.
Molson Coors said that it will use its expertise in marketing, distribution and logistics to grow the business in the UK and establish Aspall in key markets around the world.
Family Business
Aspall was founded in 1728 by Clement Chevallier and is run by the eighth generation of the family out of Aspall parish, Suffolk, where the Chevalliers first planted the orchards at Aspall Hall.
Its products include Premium Cru Cyder, Aspall Cyder, Clement’s Four, Cyderkyn and Imperial Vintage.
It also produces specialty vinegars, including Aspall Organic Cyder vinegar, which is made using a fermentation process that is the only one of its kind in the world, according to Molson Coors.
Members of the Chevallier family will remain part of the business and will play a key role in shaping the strategic direction of Aspall, ensuring that it remains a cornerstone of the surrounding community, Molson Coors said.
Historical Bonds
“We’re delighted to add Aspall to the Molson Coors portfolio,” said Phil Whitehead, managing director of Molson Coors UK & Ireland.
“The Chevalliers have been producing cider for almost 300 years, and their range of brands enhances our existing portfolio. We’re now looking forward to helping Aspall become the number-one premium cider in the UK and, building on the huge potential of the Aspall vinegars, as part of an ongoing strategy to premiumise our portfolio.”
“This is an important milestone in Aspall’s long history and a proud day for everyone involved with the company,” said Barry Chevallier Guild, Aspall's chairman.
“Having been in close discussions with Molson Coors for over a year, we were delighted to find that they share our rich heritage, passion for making quality cider, and vision for the future development of Aspall and its people. Molson Coors is known for respecting the provenance of local brands it has acquired in the past, and has the scale and expertise to accelerate our growth in the premium cider category in the UK and beyond,” Chevallier Guild continued.
“There is a real opportunity to elevate and grow the status of English cider in the UK and abroad, both as a beverage and as an excellent partner for food,” said Henry Chevallier Guild. “We believe that Molson Coors' investment will provide the catalyst to grow Aspall and build the recognition for quality cider worldwide.”
As of the new year, Molson Coors' international operations are under the leadership of new CEO and president Sergey Yeskov, who was promoted from the position of chief sales and customer-excellence officer for Molson Coors Canada last November.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Kevin Duggan. Click subscribe to sign up to ESM: The European Supermarket Magazine.
