There’s a new cider in town and it goes by the name OUTCIDER. A sweet cider with plenty of edge, a just-right balance of bitter and sweet Irish apples means that it’s appley sweet without being sickly sweet.
From the people who brought us Bulmers, OUTCIDER is sweeter than its big brother and its launch means there’s now even greater choice for street-savvy cider lovers.
Belinda Kelly, marketing director for OUTCIDER said, “Whilst Bulmers is still number one, there is plenty of opportunity for a new Irish cider of the same great quality but that offers a different taste experience. Product innovation has always been essential to the evolution of our cider portfolio. It helps keep the market alive and continuously brings something new to consumers such as lower calorie or fruit flavoured ciders. OUTCIDER has been launched in response to a generation that is looking for something new - with attitude.”
It is estimated that one in five adults in Ireland drinks cider, which represents 13% of the total alcohol market. Bulmers remains the number one cider in Ireland with an 86% share of the on-trade and 47% of the off-trade markets.
“This new cider is going to appeal to a whole new audience that likes a certain sweetness to their drink. It’s a brand for those who are street smart and who like to do things differently. They don’t mind standing out from the crowd and wear their uniqueness as a badge of honour. This attitude is reflected in OUTCIDER’s artwork, which has been designed by Dublin graffiti artist, James Earley. It’s totally in your face and like nothing else out there. This individuality, this sense of free spirt is what OUTCIDER is all about,” said Belinda Kelly.
“New brands have to connect with people like never before. OUTCIDER tastes great, really great and using street art brings the brand to life and allows us to create an even deeper connection with those who demand more from a brand. Tasting great is no longer enough for street-smart consumers, they want a brand that’s bang on the money for them; a brand that gets them and knows where they’re at.”
Contemporary muralist and graffiti artist, Earley is best known for his vivacious and expansive street work, which celebrates Irish heritage. James explains that the design was inspired by the contrasting environments of Dublin’s Docklands; a landscape that blends man made and natural elements. “I always think that the Docklands area is Dublin’s outsider. They don’t chime with the rest of the capital’s landscape; they are raw and real and that was all I needed as my starting point,” said James.
“There is fluidity to my design that is reminiscent of the natural environment. I have married this fluidity with some harsher, geometric shapes that represent the Dockland’s industrial structures. The two work really well together resulting in a vibrant, punchy look that I was aiming for.”
OUTCIDER is distinguished by its multi-coloured packing of blue, pink, yellow and red against a clean white backdrop and James says, “The colour palette was influenced by my family’s heritage in stained glass windows and my own art and graffiti background. It’s a fusion of all three and I’m really happy with the result; it’s art on a can and that in itself is something quite awesome. However, I also had to consider how that art would translate across other incarnations such as bar fonts, POS, digital formats or at festivals and that added another interesting layer to the design process. It’s daring, it’s now and for me, that’s what OUTCIDER is all about.”
Made in Clonmel, Co Tipperary, OUTCIDER is now available in the on-trade on draught and in the off-trade in 500ml can and 8-pack can formats, with an ABV of 4.5%.
OUTCIDER is the outsider in C&C Gleeson’s portfolio of drinks and is only available in Ireland.