Boston Beer Company launched the Hardcore Cider brand in The Hardcore line is headed for retirement to give way to a new cider brand by the brewery. Some of the country has already seen some of these offerings, as Boston Beer has been quietly test marketing the cider on shelves in New England. The launch of this new cider brand comes at a time where the company believes that there is very little brand loyalty among cider drinkers. Target market?
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But what happens when you are given an orchard full of apples, and a supermarket duopoly which insists on screwing your payments to the absolute minimum, leaving you to make a loss on each piece of fruit? Saving rare varieties: Michael Henry in the tree orchard at Harcourt. You make cider. But not just any cider: you make one that is faithful to the traditions of English and European brewing, low in sugar and strongly-flavoured, respecting the heritage of the varieties used.
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