Tooheys Extra Dry 5 Seeds goes on-tap nationally
Leading Edge ‘Ice Crushed’ Refrigeration Technology to be trialled
Wednesday, 8th September – Tooheys Extra Dry (TED) 5 Seeds, Australia’s third largest cider brand,
is set to expand into the tap market this spring as the brand continues to drive national growth of
the cider category. TED 5 Seeds will be available on tap from Monday, 4th October in 600 venues
around the country and will also trial leading edge ‘ice crushed’ refrigeration technology in thirty
venues over the coming months.
With the cider category booming in Australia, TED 5 Seeds has helped propel category growth in the
past 12 months. According to Nielsen data, TED 5 Seeds sales have accounted for almost 50% of
category growth since launch in August, 2009 (Nielsen, MAT June 2010).
“TED 5 Seeds is already Australia’s number three cider brand and has proven to be an extremely
popular and successful addition to the growing Australian cider market,” said Lion Nathan Category
Director Jon Bradshaw.
“While the tap cider market has doubled in Australia over the past year, we believe the category is
yet to fulfil its potential, making up only 10% of total cider volume. We have identified this as an
opportunity for TED 5 Seeds and expect to once again drive category growth with the national roll
out of TED 5 Seeds on tap,” said Mr. Bradshaw.
Coupled with the national launch of draught cider, TED 5 Seeds will trial leading edge refrigeration
technology to serve ice crushed TED 5 Seeds in thirty venues throughout the country. The
refrigeration technology freezes TED 5 Seeds to -2⁰C. When poured, ice crystals float to the top of
the glass to form a layer of soft ice.
“We are very excited to be trialling this technology here in Australia over the coming months. TED is
renowned for being an innovative brand and ice crushed TED 5 Seeds will offer drinkers a unique,
clean, crisp and refreshing cider for the long summer months ahead,” said Mr. Bradshaw.
Customers wishing to order TED 5 Seeds on tap, contact Lion Nathan sales support on 13 15 13.
 |
Posted by admin under News October 6th, 2010 |
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