The new rosé cider? Crispin introduces Pearsecco cider in time for spring
Crispin’s take on the 'prosécco' cider will debut in a variety pack with two other flavors before becoming permanent in the next few months. Crispin’s existing rosé and Brut-flavored ciders will be included in the variety pack, marketed for the spring season.
The latest launch from the MillerCoors brand is part of a larger trend of wine-inspired ciders that are seeking to expand the category into new drinking occasions and appeal to an audience of wine drinkers. Other mainstream cider brands like Woodchuck and Wyder’s have already launched a pearsecco option.
Piling on pears
Though cider is made from apples, brands often experiment with fruit flavors like berries, pineapple and pear. Nielsen data revealed that pear-flavored ciders were up 120% in 2018 and prosécco wines were up about 10%.
Crispin already has a pear cider in its portfolio called Pacific Pear, described with an aroma of “ripe pears with floral notes and hints of stone fruit” with ‘woody complexity’ and earthiness.
Pearsecco is lighter - “a marriage of pear-based cider with a bubbly prosécco taste, offering a unique, crisp, yet dry taste.” It will be packaged in a 12oz slim can design, available in six packs once the flavor is permanent.
Danielle Rappoport, director of Ciders at MillerCoors, said "The release of Crispin rosé was our first venture into wine-inspired ciders at the forefront of the rosé trend last year."
"Both prosecco and pear-inspired beverages have seen strong growth in recent years. With the new Pearsecco flavor, we are continuing to appeal to cider and wine drinkers alike with yet another rendition of our fresh and modern take on cider."
Strategic packaging grabs millennials
Crispin wants the slim cans to be convenient for sampling and being poured into wine glasses, and designed the cans in pastel colors to be enjoyed throughout the spring and summer seasons. The Pearsecco packaging is light teal.
Pale blues are emerging as the color of choice for pearsecco ciders, similar to the way light pink dominates the packaging for all rosé drinks, including cider. Woodchuck introduced a pearsecco in 2018 with a light blue can, and Wyder’s pearsecco bottles also have blue labeling.
The pearsecco blues and rosé pinks invoke similar aesthetics that appeal to millennials. About 40% of cider drinkers are in their 20s, and the ‘millennial pink’ trend even mirrors the colors of rosé cider packaging.
Companies are branching out to attract the key millennial and forthcoming Gen Z audiences that prefer low ABV alcohol and healthy, clean labels over traditional beer, wine and spirits.
MillerCoors acquired Crispin in 2012 and operates a portfolio of alcohol brands outside of beer, like Smith & Forge Hard Cider and Henry's Hard Sodas.