Craft beer portfolio business, In Good Company – which houses brands including Magic Rock, Fourpure and Big Drop – has become the chosen UK distributor for premium French brand, SASSY Cider.
Made with 100% natural juice from locally sourced apples and pears, and with a lower ABV and fewer calories, SASSY Cider blends authentic Normandy provenance with contemporary cocktail culture. The brand has positioned its ciders as more than just a simple drink, but the perfect aperitif, alternative to wine or cocktail ingredient.
This approach has won it high profile listings in the UK including Côte Restaurants, Bill’s, The Ivy Collection, The Wolseley Hospitality Group (including Brasserie Zedel), Majestic Wine, Daylesford, Harvey Nichols and Selfridges. In Good Company has newly been onboarded to manage full UK distribution, with the goal of taking SASSY’s retailer and hospitality listings to the next level.
In Good Company’s CEO, Steve Cox, said: “We’re excited to welcome SASSY to In Good Company as we start work on growing UK distribution of its range of both apple and pear ciders, as well as its brilliant Calvados. The brand has a very compelling point of difference and its products really deliver on taste, and we’re looking forward to utilising both our on and off trade industry relationships to build on the success of its distribution with premium outlets to date.”
He continued: “In the last year, we’ve significantly expanded In Good Company’s portfolio, newly brewing and managing distribution for craft beers Big Drop and People’s Captain and just a few months back, winning the contract to distribute China’s leading beer Tsingtao. It’s a tough market out there but we’re confident that the increasing breadth of our offering, alongside our strong industry knowledge, sets us in good stead to meet ambitious growth targets.”
In Good Company Off Trade Controller, Tom Buckle, said: “We are very excited to be entering into this distribution agreement with Maison Sassy here in the UK. Whilst SASSY already has some fantastic listings across the on and off trade, we are looking forward to introducing this exciting range of products to a wider audience – commencing with an exciting new retailer listing very soon.”
Xavier d’Audiffret, co-founder of SASSY Cider, said: “Steve and his team at In Good Company know the UK retail and hospitality industries inside out. They have long-standing expertise in the premium beverages market and really strong relationships, so felt like the perfect partner where our cider could sit alongside a range of beers in their portfolio that also carry very strong quality and craft credentials.”
SASSY Cider co-chairman, David Flochel continued: “I’m thrilled to chair SASSY alongside Xavier and now working with Steve and his teams to accelerate SASSY’s growth. Together, we will execute our shared plans and next phase of growth!”