Little Pomona Orchard and Cidery has launched a campaign, Cider Is Not Just For Summer, designed to skewer the misconception that cider is a one-season drink.
Spearheaded by the launch of Disco Nouveau 2022, the Herefordshire-based cidery will be taking its message to ten locations around the country.
“We want to broaden the perception of cider,” said co-founder and chief cidermaker, James Forbes. “The notion that cider is purely a summer drink is not only nonsensical but is actually damaging to cider, especially fine artisan cider.”
Co-founder Susanna Forbes, added: “The flavours can be so complex. It’s a direct correlation to the wonderful fruit. And these sorts of cider can be so food friendly. We’re daft if we limit ourselves to just the summer months.”
James said: “It used to be the case that Beaujolais was only drunk in November and rosé wines in the summer. That is until producers began to break ranks, then importers and distributors. Similarly, Disco Nouveau has been born and begins a different narrative.”
For renowned cidermaker Tom Oliver, the rationale is in the orchard. “You need the four seasons to grow the best cider apples,” he said. “So, to get the most pleasure from cider, relish drinking it across the seasons.”
James added: “Good cider illustrates the season, and Disco Nouveau does just that. It’s very reflective of the 2022 vintage. It’s juicy and ripe. It could only have been made in that two-month period [right after harvest].”
From Bromyard to Birmingham, Hereford to Sheffield, Ross to Reading, over the next few months the crew will be meeting customers, supporting stockists, sharing tastes, and matching Disco Nouveau with local foods.
All retailers, pubs, bars, and restaurants are invited to join the campaign. With the ciders available through Little Pomona’s normal distribution channels, the cidery can supply posters to those retailers who would like to get involved.
“To get the conversation going, why not open a bottle to sample with cheese, pizza squares or charcuterie, or simply olives and crisps?” suggested Susanna. “Snap a picture of you and your place with the poster, post on social media with a #DiscoNouveau2022 tag, and we’ll share further.
“Ultimately, the craft sector has the potential to grow, contributing further to the rural economy and supporting traditional orchardists. But for that to happen, there needs to be a greater appreciation of these unique drinks.”
For Paul Stevens, founder of AppleFest Hereford, the two-week-long festival in October, it’s simple: “Cider is for all seasons. Why limit your tastebuds?”
• Find out more at littlepomona.com/
