Two years ago, Rebello launched Cheeky Rascal Cider – the country's first apple and pear cider to be blended with fruit wine and made entirely from real, fresh, local strawberries, raspberries and blueberries. And this year, the company won the Food magazine awards' Beverages category for its new varietal range.
Rebello's market research indicated that cider consumers were always looking for something new and interesting, and in November 2012, the company added a new limited edition range of real fruit ciders to the Cheeky Rascal portfolio, based purely on creations requested by the consumer.
CEO Ruth Gallace, said the research findings have "allowed us to bring experimental batches of new and interesting ciders to the consumer without disrupting the consistency and reliably of our well-loved core range."
The seven new varietals are made from real apples from Victoria and include Passionfruit Pink Lady, Apple Guava, Gingerberry, Ginger Apple, Strawberry Apple Mint, Honey Apple and Apple Mint.
With the introduction of herbs and honey, new processing methods had to be developed, posing a number of challenges for the company. Gallace commented that the process was "very time consuming and complicated… involving much trial and error."
Even with the associated complications that naturally occur when introducing a new product line, the new varietals proved to be a wondrous success. The Passionfruit Pink Lady cider pre-sold out before it was even on the market.
Gallace said one of the flavours in particular, Honey Apple, turned out to be highly controversial – "people either love it or hate it," she said.
"When we're provoking such extreme responses to our experimental limited editions, this confirms that we're pushing the boundaries and really giving consumers something interesting."
Craig Wilson, distributor for Rebello Wines and Cheeky Rascal, said the key to the brand's success was innovation and keeping ahead of the competition.
"It's about keeping at the forefront of the market; it's about releasing new products," he said. "It's always about keeping ahead of the game."
Another point of difference for the new varietal Cheeky Rascal ciders is that they are the first, and only, 100 percent real fruit blended ciders in Australia, with no additives, flavourings or concentrates and all apples are sourced from within Victoria.
A further testament to the company's success, Rebello is current working closely with the Victorian government's Department of Business and Innovation on export opportunities in Asia, and is also considering entry into the US and UK markets.
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