TV food and drink expert Joe Wadsack is supporting the campaign stating that cider is a natural match for hot and spicy Indian foods. The 'Curry and Merrydown' initiative was launched at London Michelin-starred Indian restaurant Benares, when Joe Wadsack matched Merrydown's ciders alongside a seven course tasting menu from award-winning chef Atul Kochur. Joe commented: "Cider is a fantastic drink. It is cool and refreshing, making it the perfect accompaniment to spicy food. We worked closely with the chef at Benares to match the ciders to the tasting menu and the results are a revelation." Chris Carr, managing director of Merrydown, continued: "Consumers traditionally drink beer with their curries, but Merrydown, which has been made to the same Sussex recipe for 60 years, goes just as well – if not better." Adults spend around 5% of their salaries annually on enjoying a curry, and more than 220 million ethnic meals are served in the UK each year. Merrydown will be targeting curry lovers throughout the year with an invitation to the public to attend a curry lovers' evening, plus continual curry – focused activity on the Merrydown website." Merrydown cider is made with the juice of eating apples and Champagne yeast.