James Squire “Orchard Crush” cider bottle launch

Posted on Aug 16, 2012 by Nathan

MEDIA RELEASE:

Following on from the outstanding success of James Squire Orchard Crush cider tap release last October, we are delighted to announce that our cider will be now be available also in 500ml bottles. Orchard Crush is a 4.8% abv, medium dry cider crafted from a seasonal blend of freshly juiced Australian apples and this addition to our James Squire family comes just in time to quench the thirst of cider lovers this summer. In developing Orchard Crush, we have sought to retain the natural fresh apple flavours and cloudiness of the juice, whichwill certainly set it apart from the filtered ciders in the market. Our loyal consumers quite rightly have an expectation that any James Squire release will bring the Malt Shovel Brewery’s renowned quality and authenticity to every liquid. And we know that they will not be disappointed!

While Australian consumers are warming to cider, it is still a growing market, with some brands on offer focused on the easy-drinking end of the cider spectrum. At the top end, boutique ciders may be much more flavoursome, but restricted in volume, due to the shortage of suitable juicing apples in Australia. Many boutique cider producers operate their own orchards, growing small quantities of cider varieties to supplement the juice from locally grown eating varieties. Some more mainstream Australian cider brands may have to rely on imported apple juice concentrate to meet their needs.

Thus developing a craft cider which fits comfortably under the James Squire brand presented significant challenges. Sourcing local apples within a stretched Australian market has proved a big obstacle and delayed our expansion into bottles. In Orchard Crush, we have crafted a cider that utilises a high proportion of freshly juiced Australian apples, which lifts the fresh apple character in the finished liquid and differentiates our offering from cider brands currently available.

When James Squire Orchard Crush reaches the bottle shops in mid- August, its launch will represent almost a year of hard work behind the scenes.

Credit: “The James Squire Beer Club Newsletter”, Tony Jones, Chief Brewer

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