BrewDog, the UK-based beer firm, is expanding into the cider space with the acquisition of London producer Hawkes.
Positioned as “saviours of cider”, Hawkes markets a range of cider under the Urban Orchard, Soul Trader and Elephants on Ice, as well as an alcoholic ginger beer and a cider / beer hybrid under the Hawkes name.
In a statement, BrewDog said: “Hawkes’ approach to cider parallels our heritage with beer, and we see huge potential in the difference the business can make to a mass-market monopolised segment of the drinks scene”.
Hawkes founder Simon Wright added: “We are in an industry that has for far too long allowed ‘big’ cider and mass market products to hold back innovation and growth. I’ve long been impressed by BrewDog’s attitude and approach to challenging the status quo of beer in the UK and around the world. Just like us, they stand up for those who want to break free, make a difference and take the cider scene into an entirely new era. I can’t wait to see what the future holds”.
BrewDog’s diversification into cider follows its 2016 move into the spirits space through the Lone Wolf brand.
Source: BrewDog / Hawkes
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