Friday, 28 October 2011
Friels 100% Pure Apple Cider
Where do I start on Friels cider? Well, to start its all a bit odd on the bottle stakes:
"For true freshness sulphites not used". Hmmm. Not entirely sure what the point of that statement is; a majority of traditional, artisan (i.e. non conglomerate) cider makers use sulphites - apples even contain it at tiny levels! And anyway - the drink looks darn near filtered to within an inch of its life - and I'll bet it's pasteurised too.
I am expecting it to be dry though - no sugar or sweeteners. I suppose that doesn't include more pasteurised concentrate though does it.
And exactly who are they appealing to with the skimpy clad lady on the front of the bottle? (it was the first comment my wife made about it!).
Yes, I have taken a little exception to the labelling. Especially when I have poured a glass and it smells of boiled apple sweets (read: WKD!) And it is only 4.9% - below the 'safe' level of alcohol for a naturally and traditionally made cider... though if it has been processed (as I think it may be) then I suppose there is little natural about it.
"Each pint has the juice of 10 apples"... is that actually a fact or a generalisation? I am trying to think of how much juice 10 apples gives. But then, I don't have to. In a feat of 'careful marketing' I can see that this cider is made from concentrate, reconstituted with water to bring it to a consistant 4.9%.
OK, so I am not a fan without even trying. But I think their marketing guy needs to be taken down a peg - honesty neither means brashness and knowing thy subject. High quality cider is not made this way (notice I skip the word 'premium' for the valueless word it is).
And boiled sweets it is - with a touch of syrup (tastes a little like medicine) and a vast sweetness to it. I guess you can do all that with concentrate. The aftertaste is not huge, but all the way through it is apple juice syrup that is not majorly unpleasant, but it is not cider as I know it to be.
Sorry that the most of the review was about the bottle. I really don't have a whole lot to say about the cider inside it.
It scored 34/100