A-B Takes on Cider With Johnny Appleseed

Brewer launches first wholly new brand in eight years

Published in CSP Daily News

ST. LOUIS -- Anheuser-Busch will tackle cider with its new Johnny Appleseed, a refreshingly sweet and intense hard apple cider with a crisp apple bite. The new brand will arrive on store shelves nationwide Monday, April 7.

Like its explorer namesake, Johnny Appleseed Hard Apple Cider was created for—and by—those who believe life is about the journey, not the destination. More than 750 consumers (men and women 21-34 years old) from the United States, Canada and the United Kingdom helped to co-design the brand, from taste profile to packaging.

In development since 2011, Johnny Appleseed Hard Apple Cider is the first wholly new brand from Anheuser-Busch in eight years.

“Cider is hotter than ever right now, and Johnny Appleseed is an exciting new entry to the category,” said Adam Oakley, vice president of high-end at Anheuser-Busch, St. Louis. “We have something very special here, the perfect balance of sweetness and intensity with a refreshing crisp apple bite. It’s unlike any other hard cider on the market today.”

With an ABV of 5.5%, Johnny Appleseed is a refreshing hard apple cider best enjoyed on the rocks in a highball glass to bring out the full, crisp apple taste. Crafted in Baldwinsville, N.Y., it is made with apple juice sourced from apples in the U.S. and fine orchards around the globe, as well as cider yeast and other natural ingredients.

Johnny Appleseed Hard Apple Cider is available nationwide on April 7, 2014, in 12-oz. glass bottles with a twist-off cap in 6-packs and 12-packs, and sold individually in 16-oz. and 25-oz. cans. Draught distribution will be available starting this summer.