Big Beer is increasing their footprint in the cider (and vinegar—sort of) business. On Monday (1.08), Molson-Coors announced the purchase of centuries old, UK-based cider power, Apsall Cyder Limited for an undisclosed sum of money.
“There is a real opportunity to elevate and grow the status of English cyder in the UK and abroad both as a beverage and as an excellent partner for food,” said Henry Chevallier Guild of Apsall. “We believe that Molson Coors investment will provide the catalyst to grow Aspall and build the recognition for quality cider worldwide.”
Eight generations ago, Guild’s forebearer, Clement Chevallier, founded Apsall. The business stayed in the family from that point until the recent buyout. Coors was founded in 1873 by Prussian immigrants Adolph Coors and Jacob Schueler. The company has undergone several high profiles mergers since including consolidations with Miller and Molson. Although the new entity is publicly traded, the Coors family, known for their support of right wing political causes, remains an active partner in the business.
“We’re delighted to add Aspall to the Molson Coors portfolio. Both companies share a similar history that is deeply rooted in family, dedication to customers and a commitment to excellence,” stated Phil Whitehead, Managing Director of Molson Coors UK & Ireland. “The Chevallier’s have been producing cyder for almost 300-years and their range of brands enhances our existing portfolio.”
Likewise, a press release from M-C stressed that members of the Chevallier Guild family will remain active in the business. Apsall’s operation, entirely operated out of Apsall Hall in Suffolk England, will receive a cash infusion, but will not move. Currently, that outfit is credited with 45% of the UK’s cider sales.
And, cider is only getting hotter. Data from Nielsen2 showed that the total cider market value increased by over 25% between 2010 and 2015 and shows no sign of stopping.
However, if cider isn’t your cup of tea, Apsall also makes vinegars. Yes, vinegars. The company boasts a unique fermentation process that theoretically adds to quality. Many buy this theory including the purchasing department at Whole Foods who distribute the product. Molson_Coors also acquired this unit and will continue to build it out.