The Hindu Business Line : Tempest Cider launched in Karnataka

It is already available in Goa and Himachal Pradesh and will soon hit retail shelves in Chandigarh, Delhi, Rajasthan and Andhra Pradesh, according to Mr N.K. Vaidya, Director of Green Valley.

Not as popular

Though cider is not as popular or widely consumed as wine, the Himachal Pradesh Government has been trying to popularise the apple beverage. Tempest comes in a carbonated form, which gives the product a longer shelf life.

Mr Vaidya said that Tempest contains 7-8 per cent alcohol, but is not a fortified product. It is priced at Rs 60 for a pint and Rs 105 for a quart.

Cider originated in the UK, but is now produced wherever apple cultivation is high like in the US, New Zealand and Australia. In India, it started as a fresh draught drink and is now available in a carbonated form. World over, cider sales are estimated at about 22 per cent of the annual beer sales.

Green Valley is a Himachal Pradesh-based group traditionally involved in apple cultivation. The cider processing facility in Shimla has an installed capacity of about 14 litres per annum. Apart from wine, cider is the only other fruit-based alcoholic product available in the country. "Though it's basically a partying product, it has offers like anti-oxidants and tannins (like wine) but has a very low sugar content," according to Mr Vaidya.

More Stories on : New Products & Services | Beverages | Karnataka

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