Manzana Loca targets free trade with POS promo

Innovative RTD cider Manzana Loca is targeting growth in independent pubs, with new wholesale listings and a POS promotion on offer to Greene King free trade customers during June.

Licensees can claim a free Manzana Loca POS kit when they order three cases of the unique and refreshing blend of cider with tequila and lime flavor through Greene King’s free trade network.  ThePOS kit includes a Manzana Loca bar runner, bunting, mirror stickers, A3 posters and flags.

The brand has also been listed by wholesaler Matthew Clark, further widening its availability to the independent sector as brand owner Hi-Spirits builds on the success Manzana Loca is already enjoying in the managed pub sector. With the name meaning ‘crazy apple’ in Spanish, Manzana Loca bridges two expanding drinks categories which are driving sales in the on-trade – flavoured ciders and spirit-flavoured beers and RTDs.

Dan Bolton, managing director of Hi-Spirits, said: “Manzana Loca has proven to be a strong driver of RTD sales for pubs since its launch last Autumn, and we’re now focusing on building the brand in the free trade alongside its continued growth with managed operators.”

The 5.5% ABV blend is made in Herefordshire, with bright, refreshing cider made from hand-picked apples combined with tequila and zesty lime flavour. Manzana Loca is ideal served chilled from the fridge with a wedge of lime in the neck of the 330ml bottle.  The distinctive modern brand graphics deliver strong stand-out in a back bar fridge.

Manzana Loca was launched in October last year with an initial listing in JD Wetherspoon pubs. It is now also stocked by Greene King at more than 500 pubs including Hungry Horse, High Street and Local Sites, and by Mitchells & Butlers at more than 400 pubs including the O’Neills and Sizzling brands. The brand will feature in a Cider Festival promotion in Mitchells & Butlers’ Toby Carvery pubs this summer.

For more information contact Hi-Spirits on 01932 252 100, email info@hi-spirits.com, or visit www.hi-spirits.com.

For press information please contact John Porter at ShielPorter Communications on 07734 054389.