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Aspall appointed exclusive cider of the Royal Albert Hall

1 March, 2011

Aspall appointed exclusive cider of the Royal Albert Hall

1 March 2011: Aspall has been chosen as the sole cider supplier to the world class Royal Albert Hall, in an exclusive three-year deal.

Aspall Perronelle's Blush and Aspall Draught Suffolk Cyder are already available in 330ml bottles throughout the Royal Albert Hall’s 13 bars. The 330ml bottle was redesigned last year as a replica of the original 500ml bottle, allowing licensees to store the bottles in the fridge more easily. They are also the perfect size for drinking during an interval.

The Royal Albert Hall celebrated a record breaking year in 2010 with 381 events in the main auditorium, 150 in its outside spaces and over 1.5 million visitors. It won a variety of awards including the International Theatre of the Year at the Pollstar Awards for the 13th time and Venue of the Year at the Event Awards. Of the fantastic and diverse range of international artists and events featured at the Hall in 2010, highlights included visits from a number of legends of rock and pop including The Who, Arctic Monkeys, Sting, Noel Gallagher, Suede and Jools Holland. It also saw the return of Cirque du Soleil, the Aegon Masters Tennis and the hugely popular Proms series.

Aspall commercial director, Geoff Bradman, says:
“We are delighted to have been appointed the exclusive cider supplier to the Royal Albert Hall – an international British icon that shares Aspall’s values of quality, heritage and craftsmanship. Aspall is a perfect match with the Royal Albert Hall’s discerning audience and we very much look forward to enhancing the customer experience with a quality cider which is made from 100% apple juice”

Jasper Hope, Chief Operating Officer at the Royal Albert Hall, says:
“Aspall and the Royal Albert Hall were an obvious fit. For 140 years we have been providing our customers with a premium experience both on stage and off to maximise public benefit. Aspall, with its range of premium ciders and rich history, is the perfect compliment to the Hall’s brand and heritage and we pride ourselves in working with this exclusive partner”

Total cyder sales for Aspall (on and off-trade) are currently growing by 65% year-on-year which demonstrates how quality products with real heritage will always perform well, despite the economic climate. Since Aspall Cyders were relaunched in 2000 they have won numerous awards for quality including being named the World’s Best cider for two consecutive years.  

Aspall’s complex blend of bitter-sweet and culinary apples has been handed down through eight generations of the Chevallier family since 1728. To this day, the family still signs off every single batch of cyder before it is bottled, to ensure that quality remains first and foremost.

Notes for editors

• In the UK, Aspall produces and distributes Aspall Premier Cru Suffolk Cyder, Organic Suffolk Cyder, Draught Suffolk Cyder and Perronelle’s Blush. The Draught and Perronelle’s Blush variants are available in both keg and bottled format.
• In May 2010, Aspall reported its best year ever, with Aspall Draught Suffolk Cyder up 14% in the total on-trade and 40% in value terms in the managed pub sector.  
• As well as the UK, Aspall Suffolk Cyder is available in the Australian, French and Irish markets.
• The company sources the majority of its apples from local Suffolk orchards and works with the region’s apple growers to ensure long-term sustainability.
• Aspall has also just launched a new range of premium vinegars as well as the new Aspall 100% Fresh Pressed English Apple Juice.

Royal Albert Hall

The Royal Albert Hall is the world’s most famous stage. Its breathtaking auditorium hosts over 380 shows a year by the world’s greatest artists. The magical atmosphere combined with inspired artists creates legendary events.  Opened in 1871 as part of Prince Albert’s vision for a centre for the Arts and Sciences, and a registered charity operating without public funding, it remains true to his founding ambitions within a modern context.

Extending the brand with over 150 events outside the auditorium, the Hall has broadened its appeal to younger, diverse audiences whilst still engaging its existing customers. It also works extensively with schools and young people through its Learning and Participation programme, reaching over 30,000 participants each year.

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