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Drink: Swoop into Cambridge's new retail taproom

Charge your glasses: Cambridgeshire cider brand Cranes has opened a new-concept retail taproom in the city. . .

Cranes, the Cambridgeshire drinks brand famed for its fruity ciders, has toasted its 10th birthday by opening The Swoop, a new-concept retail taproom on the city’s Green Street.

Championing local brands, it stocks solely products made within a 50-mile radius of Cambridge and sells freshly poured pints to drink in and take out as well as bottled, canned and retail-packed drinks.

Knowing first-hand how tough it can be to find stockists when starting out, Cranes founders - and twin brothers - Ben and Dan Ritsema wanted to provide a new sales channel for local brands, and to give shoppers a one-of-a-kind experience, too, with a special events schedule in the pipeline, spanning cider tasting, chocolate making and band nights.

A homegrown success story, since its 2012 launch Cranes has become a regular supplier not only to pubs and bars across the country, but also to the supermarkets, including Tesco, Morrisons, East of England Co-op and Ocado. The secret is, believe Ben and Dan, is the fact they use only natural ingredients, resulting in ciders which contain 30% fewer calories and more than 40% less sugar compared to brand leaders.

“There is nothing sadder than an empty store front, so we wanted to bring something different to the High Street,” adds Ben. “We are really excited about the launch of The Swoop and can’t wait to hear what you all think of our next adventure. Hopefully we will see you there!”

The Swoop is at 36 Green Street, Cambridge, and @theswooptaproom on Instagram.

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