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Independent cider producer Gravity Theory has expanded its product range with the introduction of two new fruit-flavoured variants. The additions, named Berry Cherry and Hazy Pineapple, are available in both draught formats and 330ml and 440ml cans, following a trial phase in the UK on-trade.
The launches come as the brand secures wider distribution listings across prominent travel retail operators, reflecting a growing consumer interest in lower-strength and fruit-forward cider alternatives.
Portfolio Expansion and Low-ABV Focus
Unlike the brand's original apple cider, which sits at 4.5% ABV, the new fruit-flavoured variants feature a lower alcohol content of 3.4% ABV. This positioning targets the expanding market segment for highly sessionable, craft-oriented beverages.
Both new offerings are produced using single-estate apples—predominantly Michelin and Dabinett varieties—and undergo a traditional fermentation and maturation process lasting a minimum of six months. The production process utilises real fruit and natural flavours to achieve their profiles, and the resulting beverages are gluten-free, vegetarian, and vegan.
The launch consists of two distinct flavour profiles:
🍒 Berry Cherry: A ruby-red cider infused with raspberries and blackberries, presenting a slightly tart profile with a distinct cherry finish.
🍍 Hazy Pineapple: A tropical-forward cider designed to deliver a smooth, natural sweetness on the palate.
Distribution
The packaged rollout follows several months of draught distribution in selected UK on-trade venues. Industry operators have reported positive customer reception for the draught formats, noting that the fruit-flavoured profiles have performed well alongside traditional apple ciders.
Itai Galmundy, manager at the Hole In The Wall in Waterloo, confirmed that both the Berry Cherry and Hazy Pineapple variants have established themselves among the venue's top-performing fruit ciders since their introduction.
According to David Bridge-Collyns, founder of Gravity Theory, the timing of the retail packaging launch aligns with a notable increase in commercial interest. The brand has recently secured listings with major travel networks, including Virgin Atlantic, Avanti, and Eurostar, which is expected to significantly increase brand visibility.
The new ciders are positioned at a recommended retail price (RRP) of £3.50 for 330ml cans and £4.00 for 440ml cans, with trade orders facilitated directly through the company's wholesale distribution channels.
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