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Tell’s new authentic pear cider

In the wake of the cider market's growth spurt, Tell’s Premium Cider has launched what it claims as South Africa’s first commercially available, authentic pear cider. The Stellen Fine Wines brand first entered the market with a premium, off-dry apple cider earlier this year, eliciting such a positive response, it says, that a follow-up product was a natural progression.

“We’re always looking for new ways to tantalise our consumers,” says Rudolph du Toit, national marketing manager for the company. “We saw potential in the market for a pear cider and we’re sure this crisp, refreshing, off-dry thirst-quencher will be as successful as our apple cider.”

Tell’s Pear Cider is made predominantly from Bartlett pears grown in the Western Cape, but the recipe includes Forelle, Packham’s Triumph, and three other locally grown pear varietals, each contributing to its unique flavour.

Tell’s is named for William Tell, the expert marksman of Swiss legend who shot an apple off his son’s head with a crossbow, to save them both from execution at the hands of an Austrian tyrant they had refused to bow to.

“We admire the brave, stick-it-to-the-man spirit of William Tell, and like him, we’re standing up for what we believe in,” says Du Toit. “Of course we’re proud of our artfully crafted, refreshing cider, but we’re as proud that we’re breaking with convention and packaging our premium products in lighter, more planet-conscious bottles, resulting in a significantly lower carbon footprint.”

As far as is known, Tell’s is the first and only cider range in South Africa to be marketed in a bottle made of PET. With 10ml more cider than regular South African cider bottles, the Tell’s 340ml pack is still 34% lighter than those of its competitors.

The PET bottle, which has a six-month shelf life, is also shatter-proof, making it ideal for occasions where glass restrictions apply, such as concerts, festivals and live events.

Like Tell’s apple cider, the new pear cider, also 6% ABV, is available in a 340 ml bottle with a twist-off cap, and will likely retail for between R163 and R173 for a case of 24 bottles, or between R6.80 and R7.20 per a single unit.

Contact: Rudolph du Toit;  082 550 4145, or at

Additional reading:

New cider makes a debut

UK: Cider now as popular as lager

Heineken acquires Belgian cider innovator Stassen Ciders

UK: Cider beats the economic squeeze

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