Gosnells rebrands sparkling meads in bid to steal share from cider
Summary
Urban meadery Gosnells is to rebadge its sparkling honey-based drinks as Nectars.The move to rebrand its meads would help Gosnells tap into and revive the cider category, according to founder Tom Gosnell.The category worth \xa31.2bn in grocery [NIQ 52 we 9 September] was stagnant and lacked the innovation and premiumisation seen in other alcohol categories, Gosnell said.Mass-produced ciders are often laden with refined sugars and synthetic additives, which are out of step with the contemporary consumers desires, he said.Gosnells range of Nectars, he added, could fill this void by offering drinkers an innovative range of low-sugar, gluten-free beverages that dont compromise on flavour.The brands session-strength meads typically those under 6% abv have already been rebadged as Nectars in the on-trade. Its cans will start to roll out in the new year.Gosnells higher abv and still drinks would retain the mead badge to clearly differentiate them from the products it offered on draught and in 440ml cans, Gosnell said.The way that people use these drinks is different, he said. Our fizzy pints and tins of Nectar are designed to be consumed like a beer or cider. Our more traditional meads are more like wines.Early feedback to the change from the on-trade had been really positive, helping to improve rate of sale and understanding of what the products were, he added.The move came as Gosnells announced a \xa3500,000 equity raise.The south London drinks company said it would use the funds half of which have already been committed by existing shareholders to expand in the on-trade, and build a second bar to go alongside its inaugural venue in Bermondsey.Gosnells drinks are stocked in venues including Daisy Green, Cubitt House, Drake & Morgan and Brewdog, as well as independent pubs and restaurants across London.Gosnell said overfunding would enable the mead-maker to ramp up its efforts in the off-trade, which presently only accounts for 25% of sales.Wed love to get a grocery listing but its really competitive, especially in the cider space, he said. Right now, our aim is to build awareness in the on-trade to the point where supermarkets are clamouring for it.