Merrydown Cider is attempting to tap into the curry market by shaking up its traditional pairing with beer, in a new campaign.
It was launched at London Michelin-starred Indian restaurant Benares, where TV food and drink pundit Joe Wadsack worked with Chef Atul Kochur to match the ciders to a specifically designed tasting menu.
Chris Carr, the Managing Director of Merrydown, said: “Consumers traditionally drink beer with their curries, but Merrydown goes just as well – if not better. Adults spend 5 per cent of their salaries annually on enjoying a curry, so there is a huge opportunity for consumers to enjoy this great matching of food and drink for themselves.”
The campaign comes at a time when the premium cider market is booming, and ethnic meals are on the rise, with the UK gobbling more than 220 million dishes of the spicy stuff each year.
The 60 year-old Sussex recipe is made from Champagne yeast and the juice of regular eating apples, as opposed to bitter cider apples, which creates a cool and refreshing taste that Merrydown believe complements hot and spicy food. They suggest serving their Vintage Medium cider with medium-spiced dishes such as Madras and Dansak, and their Gold cider with hot Vindaloos and Phaals.
Cider and curry? Will you give it a go and put it on the menu, or stick to good old beer? Click on the `Add a Comment` button below.