Probably... the best idea in the world

Thursday 11 January 2018

Seeing the strong effect of spirits rather than beer on teenage girls has prompted one local mum to spot a gap in the market, and apply for her own license to import and sell a new alcoholic drink.

It was one of the more unusual applications to come before the Licensing Assembly this week - an islander who wanted to be able to store a trendy new Danish cider at her home.

Samantha Miles noticed that boys would turn up to a party with beer while the girls would bring vodka, which had a much stronger effect. 

This led to the mum thinking there should be a lower alcohol option, which would be similar to beer, but one that women would like to drink. Thinking back to her trips to Denmark through her career, Ms Miles said many Danish women chose cider over spirits, which she did herself preferring the taste to beer. 

She’s now been granted a licence by the Royal Court to import and sell MOKAI: a 4.5% bottled Danish cider, which she believes will appeal to the demographic of females aged 19 to 27 due to the "soft light sparkling taste."

Pictured: Ms Miles hopes the Danish cider will be a lower alcohol alternative to spirits for young women. 

The budding entrepreneur’s initial plan is to import one pallet of the cider, which she will store at her home and send samples out to local bars and clubs to see if there is a thirst for the alternative drink - which comes in a range of flavours including elderflower, pink apple and cactus & lime.

Should MOKAI take off in the island, Ms Miles has a plan drawn up with Jersey Business ready to expand the venture, saying she will find more suitable premises to store the alcohol than at her home in future.