The new flavor is Pearsecco, continuing the brand’s wine-inspired ciders, “a white space that Crispin has the ability to grow within,” says Stephanie Zipp, an associate marketing manager who leads the Crispin brand. “We believe we can bring a whole new generation of wine drinkers into a category they may not know about yet, and that’s exciting.”
MillerCoors will also introduce a variety 12-pack of slim cans next month. It will contain six cans of Crispin Rosé; three cans of a Champagne-like Crispin Brut; and three cans of Pearsecco, a pear-based cider that profiles like prosecco.
“As we look to go after more wine drinkers, we’re leading with this trio of wine-like hard ciders that are balanced, effervescent and finish dry,” Zipp says. “Our new variety pack aims to capitalize on the growth of flavored cider as well as the appeal of slim cans, which brings hard cider into new drinking occasions where portability and convenience are essential.”
The brand picked up 0.4 points of market share in 2018, with sales volume up more than 40 percent, according to year-to-date Nielsen all-outlet and convenience data through Dec. 29.