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First printed in Checkout Magazine
Innovation and fashion are main boost to cider sales
A combination of major investment in innovation and marketing support by the big cider producers and the more niche products from the smaller cider companies is helping to revive the market, according to Helen Thomas, managing director at Westons Cider.
The Magners effect is still being felt in the cider market. The 10x10 alcoholic drinks league tables in this issue of Checkout (see page 19) shows Strongbow growing strongly ahead of the market, while Magners has seen more than a six-fold increase in sales over the past year. Some more well-established brands are not having such a good time.
Thomas, who is also chairman of the National Association of Cider Makers, told MPs at a reception at Westminster last month (June): We firmly believe we are starting to see real progress on several fronts and not just because we have got lucky and got fashionable again.
She said recent excise duty freezes have helped the cider industry to move ahead with confidence and last year saw the industry harvest a record 130,000 tonnes of UK cider apples, making cider an important supporter of the rural economy.
Brand innovation was attracting new and younger consumers, who had a different perception of cider than was the case just a few years ago. I am determined we should focus on innovation in production and marketing and improvements in quality in the finished products and we should recognise and celebrate the breadth of products in our industry, she said.
* West Country cider firm Thatchers is introducing its Thatchers Gold brand in 500ml cans for the take-home market, to sit alongside the brands 500ml glass bottle and two-litre PET. The cans will retail around £3.99 for a four-pack. Merrydown Cider is launching the 5% alcohol-by-volume Merrydown Gold in 275ml and 500ml bottles, initially aimed at the on-trade.
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