BUYERS’ GUIDE TO

2019

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BUYERS’ GUIDE TO CIDER 2019 www.drinksretailingnews.co.uk DrinksRetailing NEWS 3

COMMENT A THOROUGHLY VIBRANT CIDER CATEGORY

ider is an uplifting and popular category and off -trade value sales growth of 5.2% over the past year Cbacks this up. The glorious weather and key sporting fi xtures last summer helped to drive this excellent performance, but many producers report strong sales throughout the year, indicating that cider is no longer dependent on sunshine. The cider industry deserves praise for its levels of successful innovation. It is not limited to one producer, but rather it is a collective approach bases on a determination to drive and maintain interest in the category. Cider is also leading the way on environmental issues, which is increasingly important for consumers. We have dedicated a number of pages to the results of the International Cider Challenge 2019. This annual competition highlights the excitement and continued dynamism within the cider sector. The pages list the gold, silver and bronze winners in each category and a quick glance at these will highlight just how diverse the world of cider now is. The list of winners includes both big and small players, with entrants from all corners of the globe. The range of sub-categories in the competition – particularly within fruit and fl avoured – refl ects the level of creativity from cidermakers around the world. Contents The rapid growth of the overall fruit fl avoured cider market THE STATISTICS ICC RESULTS is now well-documented, but the number of medals given to How cid r fr d this  r - th Th 2019 Int rntionl Cid r entrants in these emerging areas of cider shows there could also 04 top s ll rs nd th numb rs t 13 Chll n r sults - th full be a place in the market for some of the more unusual fl avours  lnc stor in future. Retailers that want to create a point of diff erent in their cider off er could benefi t from seeking out ciders that score NPD FRUIT CIDER highly on taste tests, while a glance at the fruit cider feature on Produc rs r continuin to Drk fruits nd b rri s l d page 24 will outline which brands are selling well and which 06 innovt to driv int r st in 24 th w but r oth r fl vours fl avours might be the next ones to take off . th cid r isl s m rin? And fi nally, it’s worth remembering that innovation in cider isn’t restricted to new fl avour combinations. cider GREEN CREDENTIALS KOPPARBERG accounts the majority of sales and it is still in growth. Producers R ducin th us of plstic Th produc r hihlihts its in this segment are experimenting with diff erent apple varieties, 08 is just on of th sustinbl 26 k s, cns, n w fl vours nd single variety ciders, rosé cider and diff erent packaging formats. pproch s in cid r lon-t rm b sts ll rs There’s a lot going on in this vibrant category, but all the hard work from producers appears to be paying off . Cider fans are WESTONS MERCHANDISING showing loyalty to their favourite brands and yet they are also W stons is usin dt to How to  t th b st out of happy to try new things. These drinkers are engaging well with 10 push th cid r ct or in 28 our cid r fi xtur throuh th social media campaigns and they have welcomed cider’s links to int r stin n w dir ctions summ r months sports, music events and other summer-specifi c activity. The sun will hopefully shine this summer, but if the CIDER IS LEGISLATION weather is less favourable this year cider still looks capable of Cid r hs trditionll st with Wht ff ct hs th maintaining its strong performance. 12 b r but som think it could b 30 ov rnm nt’s n w dut rt Son  Hook, ditor lin d with win hd on th cid r mrk t?

ABC CIRCULATION: 8,999 copi s Managing editor Commercial director monthl (Jul 2017 – Jun 2018) Not ll m  ins h v n ABC (Audit MARTIN GREEN SAMANTHA HALLIDAY Bur u of Circul tions) udit. It is SUBSCRIPTION controlld b th mdi industr nd is HOTLINE: thr to prov th copis w snd out Longley House, International Drive, 01371 853630 r r d b who w s  th r. It cts Supplement editor Account manager s our st mp of trust in our r drship Southgate Avenue, Crawley, West Sussex SONYA HOOK ERICA STUART fi urs RH10 6AQ Drinks Rt ilin Nws is publishd b Ail Mdi . Printd b Stphns nd Gor. Rpro b Ail Mdi . www.drinksr tilinn ws.co.uk Art director Publisher Ristrd s nwsp pr t th Post Offi c, ISSN 0043-5775 ©Ail Mdi @drinksr tilin CHRISTINE FREEMAN LEE SHARKEY SUBSCRIPTION Ltd 2017. DRN nd Drinks Rt ilin Nws r tr dm rks of Ail Mdi . ISTOCK.COM/ KLENOVA ENQUIRES: £7.50 cop inc post . Annu l [email protected] subscriptions: £77 UK, £132 Europ, Sub editor Managing director £203.50 worldwid irm il JAQ BAYLES RUSSELL DODD COVER IMAGE: ISTOCK.COM/MIODRAG IGNJATOVIC

003 Contents DRN CIDER 2019.indd 3 06/06/2019 16:16 4 BUYERS’ GUIDE TO CIDER 2019 www.drinksretailingnews.co.uk CIDER VALUE BY RETAILER ■ TESCO 23.7% ■ ASDA 15.4% ■ SAINSBURY’S 12.4% ■ MORRISONS 12% ■ CO-OP 8.4% ■ WAITROSE 2.6% ■ ALDI 5.5% ■ LIDL 4.2% ■ OTHER 15.8% 529 MILLION LITRES OF CIDER & SOLD IN THE OFF-TRADE, +2.8% YOY

CIDER VALUE BY PACK FORMAT ■ CAN 53% +11.5% ■ GLASS BOTTLE 32% -0.5% ■ PLASTIC BOTTLE 13% -7.9% ■ OTHER 1% -1.8% ■ KEG 1% +335.2%

ANALYSIS: CATEGORY OVERVIEW ales are booming within the off-trade cider category and leading producers are confident they can CIDER SALES maintain the momentumS in the year ahead. Value sales increased 5.3% to £1.2 billion in the past year and volumes SOAR ACROSS were up 2.8% (IRI) on the back of some favourable weather and a raft of innovation. A number of segments are in growth: BRITAIN craft cider, maintstream cider, fruit and premium, while only a few areas are The cider category is in rude health right now and seeing a decline in sales: value amber and white cider. several segments are enjoying strong sales growth Matthew Langley, insight and innovation manager at Westons Cider, says: “Cider has once again made a huge contribution in the off-trade across all retail formats and we see no sign of this changing. Some 47.8% of all households now regularly buy cider – up from 45.5% last year – while the number of cider shoppers has also risen, by 3.8%. “Even more encouragingly, value has continued to outpace volume which clearly signals how drinkers are

004-005 Data DRN CIDER 2019.indd 4 06/06/2019 16:03 DrinksRetailingNEWS 5 CATEGORY SHARE BY VALUE TOP 10 OFF-TRADE

APPLE PEAR CIDER SKUS 57% (+2.5%) 7% (-1.5%) 1. STRONGBOW 2. STRONGBOW DARK FRUIT 3. KOPPARBERG STRAWBERRY & LIME FRUIT 36% +(11.7%) 4. KOPPARBERG MIXED FRUIT 5. MAGNERS 6. THATCHERS GOLD 7. HENRY WESTONS 8. LAMBRINI 9. FROSTY JACK’S £1.2 £2.25 10. SCRUMPY JACK BILLION OFF- AVERAGE PRICE OF TRADE VALUE CIDER PER LITRE IN UK SALES OFF-TRADE, +2.4% YOY

Source: IRI and Kantar, year to February 2019, Westons Cider report

continuing to trade up to more premium is still , which holds the the growth is clearly elsewhere in the ciders, while new exclusive research share of the cider market in the off -trade, category.” commissioned by Westons for this year’s but fruit cider is seeing faster growth. Another growth area is no and low- report reveals that the breadth of cider cider, which is now worth £13.1 drinks also continues to widen. All these THE RISE OF FRUIT CIDER million, with sales up 25.8% and volume factors are clearly good news for the Langley at Westons says: “Apple is still up 27%. category’s long-term prospects.” dominant, accounting for more than half Langley says: “More brands are launching Cider producers are also working of all cider sales and up 2.5% by value products into this sector, and retailers are hard to innovate and investments in new year-on-year. But fruit has had another giving it more space in store, which in turn packaging formats form part of this. fantastic year with sales up by 11.7% in has helped to drive penetration. However, Chris Milton, off -trade sales director, value to help it secure £1 of every £3 spent we should remember that low-alcohol is still Thatchers Cider, notes that cider in cans in the off -trade. a relatively small part of the cider market continue to drive market performance. “Even more impressively, fruit cider overall. He says: “Cans have the majority of is now bought by more households than Kopparberg says it has been well- market share with 52.5% share of total apple cider and is clearly attracting a positioned for the alcohol-free movement cider and perry volume (IRI w/e March new generation of shoppers who are also for many years, having had an alcohol- 2, 2019), so a range of cans on your shelf keen to buy fruit ciders in cans, with this free variant in its portfolio for some time. – in readiness for this year’s festivals, format accounting for more than half of It claims to have 16% share of the alcohol- sports fi xtures, events and great weather all fruit cider sales. free and cider market, behind Becks – should include best-sellers Thatchers “In the cider report we released last Blue and Heineken 0.0. Gold and Thatchers Haze.” year, we predicted that fruit cider would Rob Salvesen, head of marketing, Another rapidly growing packaging account for half of all ciders sold by 2023. Fruit cider Kopparberg UK, says: “By off ering our format is the fi ve-litre keg, fi rst But we estimate that this is now likely to core fl avours of Strawberry & Lime, introduced by Kopparberg. It’s a small happen a year earlier than our original has had Mixed Fruit, Pear and the newly-launched segment of the market at present, but prediction, by 2022. another Blueberry & Lime, we have kept a tight the producer has seen huge growth, “By contrast, sales of pear cider range where we can off er all drinkers an and it will be launching this again this continue to fall, so retailers stocking fantastic option and drive some real volume. This summer across a number of its SKUs. this should really question whether it year ensures we have 99% share of the Low & Across the off -trade total cider market it deserves to take up shelf space when No Alcohol-Free Cider category.”

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ANALYSIS: NPD FLAVOURS LEAD ANNUAL CHARGE TO INNOVATE New product development in cider tends to peak in the all-important run-up to summer. Sonya Hook rounds up the latest new releases from the major players

stablished brands are owned by Brothers Drinks Co, says: “We And outside of flavoured cider now jostling for space recently launched two variations to our Thatchers has high hopes for its on shelf as we Brothers cider range – Strawberries & Thatchers Rosé, which it brought out in approach the season Cream and Parma Violet.” time for the summer. when the cider aisles These flavours sit alongside other The cider is packaged in four and are at their busiest. popular creations from Brothers, such as 10-packs of 44cl cans and a 50cl bottle. It MostE retailers aim for a good selection its iconic Rhubarb & Custard cider. is made using naturally-sweet, rosy-red of cider in the chiller cabinets in time for The producer also introduced its , including Pink Lady, the summer, so brands will need to earn latest brand, Mallets, in 2018, with more and . their space in the fridges. traditional flavours: Original, which is Thatchers has also revamped its Rascal But the continued popularity of cider a medium-dry apple cider, and Mallets cider, which is made from , in the off-trade means the category is not Dark Fruit, which is a blend of apple cider and Tremlett’s Bitter apples. standing still. Producers are continuing to with natural blackcurrant and blackberry Meanwhile, one of the biggest pieces invest in promoting existing brands but flavours. of NPD in the past 12 months for Aston also in NPD, and the past 12 months have Dark fruit continues to be a winning New Manor Cider has been the launch of its seen a number of innovative launches. flavour for cider, with Strongbow Dark Knights cider in a 50cl can. Flavoured cider, of course, is one of the Fruit still leading the way. products, or Glen Friel, sales and marketing director, growth sectors so it is inevitable that new Kopparberg introduced its dark fruits innovation says: “New products, or innovation of flavours will appear on shelves. But with offering, Kopparberg Black, this year. It existing ones, are not only important in an array of flavours already out there, was initially launched on draught through of existing the cider market, but across the market any newcomers will have to fight hard to a managed pub chain, and then in the ones, are for alcohol, as consumers are eager to try grab the attention of cider buyers, and so spring it was launched in Morrisons and something new. We have seen this when producers have had to be strategic when Asda in 44cl cans. not only we launched our Knights cider brand in a extending their ranges. Also new from the producer in the important 50cl can at 8.4% abv. Brothers is one brand which goes to the off-trade is its Rhubarb flavour, which it “This is already proving very popular in extreme when it comes to flavour creations, launched last year, and also a Passionfruit in the cider the convenience channel since becoming and most of its new additions are designed variant, which was first trialled in the on- market, available late last year. This premium- to appeal to younger drinkers who are trade and has been recently introduced quality cider has been crafted by our seeking out new and unique tastes. to the off-trade. These have a slightly drier but across master cidermaker from a blend of our Emmy Webster, senior marketing taste profile (and are less calorific) than alcohol finest bittersweet and dessert apples for a manager for Showerings , others in the portfolio. refreshing, medium-dry taste.”

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ANALYSIS: ENVIRONMENT WORKING TOWARDS A GREENER GOAL Sustainabilty and reductions in packaging waste are high on REDUCING the agenda for many producers. GREENHOUSE Sonya Hook reports C02 EMISSIONS he eco credentials of many alcoholic drinks could be Kopp rbr s s its brwr h s undron Swdn’s l rst clim t alarming, especially to the invstmnt, with funds injctd greener consumers of today. The into buildin sust in bl nr process of making alcohol is likely suppl for its cidr production. to have an impact on the It s s th ch ns – which environmentT in some way, whether it be through includ sstms to rdirct energy usage, packaging, waste management, the xcss nr into othr p rts sourcing of raw materials or managing the water of production – h v rducd supply. rnhous  s CO2 missions These are all things that producers in many sectors b 97%. Elswhr, Aston M nor rcntl of BWS have been thinking about for some time pl ntd 1,000 crs of nw and many are taking big steps and investing huge orch rds, which h s hlpd rmov amounts of money to reduce their environmental c rbon from th tmosphr. It h s impact and to right some of the wrongs in this lso invstd in its thr production industry. f cilitis with w tr m n mnt For cider producers it’s something that is inherent concpt th t rducs frsh w tr in the production of this . It starts with the consumption b 33%, nd nitron orchard and it ends with a glass of cider, in a process nr tor which h s rducd CO2 b that should be as close to a farm-to-glass product as 50% t its Tivrton sit. J mi W ll, Aston M nor’s h d you can get. of compli nc nd sust in bilit, Unfortunately, this hasn’t always been the case s s: “An import nt p rt of our and in order to meet huge volume demands it is sust in bilit pror mm is to inevitable that cider has become more industrialised. look t th ntir procss of our But it could be argued that producers are doing production nd whr w c n their best to ensure cider remains front of mind when m k ch ns th t h v positiv it comes to thinking about how sustainable a drink imp ct on our nvironmnt l might be. crdnti ls. This st rts from th outst of th cidrm kin journ.” For retailers, understanding some of the behind- the-scenes sustainability work from producers is going to be increasingly important as consumers become more demanding about how their drinks are produced. REDUCING PLASTIC USE Here are some of the eco-friendly messages that are helping to keep the cider sector at the forefront of Br nd cidr producrs h v bn workin h rd to limin t th us of change in this arena. pl stic rins in thir multi-c n p cks, nd with c ns mor popul r th n vr, this is n import nt mov. Wstons introducd nw-look p ck in for Stowford Prss Appl Cidr rcntl nd, s consqunc, its 4x44cl p cks r pl stic-fr, with th c ns nc sd in c rdbo rd outr. Br nd m n r Holl Ch dwick s s: “Thr h s bn hu consumr dm nd for mor nvironmnt ll-frindl nd rccl bl p ck in solutions. Rmovin pl stic from ll of our UK Stowford Prss p ck in m ns w r positiv p rt of this convrs tion.” In 2018 Th tchrs dvlopd rccl bl c rdbo rd p cks for its c ns of four Removing plastic from cidrs (for Th tchrs Gold nd Th tchrs H ). This m ns th producr no lonr uss pl stic rin c rrirs on its p cks of cidrs. all of our UK Stowford M rtin Th tchr, fourth-nr tion cidrm kr, s s: “W r dtrmind to b doin thins th riht w  for th nvironmnt, nd lthouh w know thr is mor to do, w r wll on our w  down this ro d of rducin our us Press packaging means of pl stic.” M nwhil, Aston M nor is proud of its sust in bilit initi tivs, th most rcnt bin th us of 51% rccld contnt in its l r-p ck PET p ck in. It we are a positive part s s th mov s vs 1,000 tonns of r w m tri l nnu ll, qu l to 25 million fwr pl stic bottls from oriin l bottls. In ddition ll of its PET p ck in of this conversation nd c ns r liht-wihtd.

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008-009 Enviroment DRN CIDER 2019 SUBBED.indd 8 06/06/2019 16:32 DrinksRetailingNEWS 9

WORKING TOWARDS A GREENER GOAL

ENVIRONMENTAL PROJECTS

It’s not ll bout invstin in rnr production mthods nd p ck in. Som producrs h v usd th powr of thir br nds to fund nvironmnt l projcts round th world. As n x mpl, Hinkn h s p rtnrd its Nw Z l nd-born Old Mout Cidr with th World Wildlif Fund (WWF) to hlp protct h lf million crs of h bit t round th world. It rcntl l unchd TV d to hihliht Old Mout’s sust in bilit crdnti ls lon with th f ct th t it is 100% rccl bl, h s n tur l fl vours nd is v n-frindl. Th nw p rtnrship with th WWF follows lon-trm projct b Old Mout to hlp protct its n tiv countr’s n tion l icon, th kiwi. Emm Shrwood-Smith, cidr m rktin dirctor t Hinkn, s s: “Our mbition is to l d th w  s th most sust in bl cidr – sttin th st nd rd to hlp protct our pl nt. “Our p rtnrship with WWF cknowlds th work w h v don so f r for th kiwi in Nw Z l nd nd our succss in m kin our cidr nd p ck in th most sust in bl it c n b.”

LIGHT-WEIGHTING CANS

Usin lss p ck in is nothr w  th t producrs r workin to b rnr. Th tchrs introducd its lihtr-wiht c ns  rlir this  r, which it s s s vs th quiv lnt of 5.9 million mpt c ns  r. It xpcts to s v 381 tonns of CO2 this  r. M rtin Th tchr, fourth-nr tion cidrm kr, s s: “W r lookin t m n diffrnt w s of rducin our imp ct on th nvironmnt. As wll s runnin businss, w r ll, s individu ls, p ssion t bout cuttin w st nd doin our bit to brin bout ch n. Liht-wihtin our c ns m ns lss nr usd cross th p ck in procss. “W produc bout 100 million c ns  r t Mrtl F rm, so this initi tiv will m k bi imp ct. “Invstin in sust in bilit is on of our k prioritis. Howvr, it is qu ll import nt to rt in qu lit, nsurin th t th dur bilit of th nw lihtr c ns is not ffctd. So th [p ck in spci list] Ard h Group workd h rd to t th wiht x ctl riht.”

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008-009 Enviroment DRN CIDER 2019 SUBBED.indd 9 06/06/2019 16:32 10 BUYERS’ GUIDE TO CIDER 2019 www.drinksretailingnews.co.uk

COMMERCIAL PARTNER PROFILE: WESTONS CIDER

WHERE CRAFTMANSHIP MEETS INNOVATION Westons is using a wealth of data and insight to push the cider category in interesting new directions, fi nds Martin Green

strong pipeline of has now segmented cider drinkers into popular up north. innovation, increased fi ve key groups: craft repertoire drinkers, “Traditional apple cider has always distribution and fruit cider fanatics, traditional at-home struggled to gain much of a foothold soaring demand for drinkers, cider enthusiasts and traditional north of Manchester, whereas fruit premium cider out-of-home drinkers. It is using this cider is now doing particularly well in helped Westons insight to blaze a trail of innovation, Yorkshire, Lancashire and Scotland. It’s achieveA 8.2% off -trade growth over the identify gaps in retailers’ ranges and just adding to the category all the time. past year (IRI, 12 months to April 2019). grasp opportunities to boost cider sales. “The cider category has grown by 5% in The Herefordshire-based fi rm has “Our cider report identifi es new value and 2.1% in volume in the off -trade been crafting award-winning ciders since consumer segmentation and it [IRI and Kantar, year to April 2019], so 1880 and it still upholds the traditional already seems to have been adopted it’s still pretty dynamic. White cider has values that have always served it well. by everybody else – competitors and signifi cantly declined, but premium cider It only sources apples from within a customers – as the standard,” says is performing really well. 50-mile radius of its mill in Much Marcle Darryl Hinksman, head of business “The fact that Westons Cider is and it insists on 100% juice content for development. “It helps that we are all outperforming the market suggests its apple ciders. Yet it has also taken a speaking a similar language. The growth that our views are well founded, and very modern, data-driven approach to of fruit cider has changed the profi le of it’s important that we remain agile and sparking growth in its own business and cider drinkers. It has brought in more that we keep ahead of the market. This the cider category in general. females. It has brought in a younger consumer segmentation is going to be Its annual cider report provides a and more affl uent consumer. It has also really important.” wealth of insight on the market and it spread the geography. Fruit cider is A prolonged heatwave and ’s

010-011 AD Westons DRN CIDER 2019.indd 10 06/06/2019 15:42 Quote in here please thank you very much hamburgers South Africa apples quote in here please

DrinksRetailingNEWS 11

COMMERCIAL PARTNER PROFILE: WESTONS CIDER W stons sourc s ll unexpected run to the World Cup of its ppl s from semi-fi nals created the perfect storm for th locl r  cider sales last summer. Retailers will be keen to match that performance in 2019, and Hinksman points to the cricket World Cup and rugby World Cup as opportunities to drive sales. “The underlying growth of cider is still strong, but it does react exponentially to warm weather and major sporting events,” he says. “The advice to retailers is to stock up around the key events, especially in convenience, where you have cider in the fridge. Get the range right, especially around these sporting occasions we know are coming. If the sun shines, make sure your fridge is stocked up.” The fi rm’s fl agship cider, Henry Westons Vintage, is enjoying 10% off - trade growth and it remains the UK’s bestselling glass bottled apple cider. It has around 90% distribution, but there are still gaps in wholesale and convenience. “It should be distributed everywhere,” says Hinksman. “It’s the biggest glass from locally sourced apples,” he says. “We bottled apple cider, it’s growing at 10% then add around 2% to 3% fruit.” and it ticks all the cues that people want Westons has just decided to launch – traditional, premium – so we could its popular on-trade brand, Mortimer’s increase distribution.” Orchard, into retail for the fi rst time. A steady pipeline of new releases is It will go into 33cl glass bottles – sold also crucial to maintaining momentum in four-packs – and encompass a 5% within the vibrant cider category. Over abv English Apple variant and 4% abv the past year, it has launched the 6.5% abv English Berry variant. It has a proven Henry Westons Aged Finish and moved track record in the on-trade, where it Stowford Press Mixed Berry into a can has garnered a loyal fan base, and sales format. Henry Westons Aged Finish is currently exceed 1 million pints every lower in alcohol than the 8.2% Henry year. It is being launched exclusively with Westons Vintage and it has gone on to Sainsbury’s before it is rolled out across become its second bestseller at Tesco. the off -trade. “It’s attracting new consumers, so it’s There will be two further pieces of NPD not cannibalising the parent brand, and launched in the next 12 months, while shows the value of having choice,” says Westons is increasing its sales team to Hinksman. boost the performance of key brands like Stowford Press Mixed Berry went into Henry Westons, Stowford Press, Old Rosie, a four-pack, and a 10-pack will soon be Wyld Wood, Caple Rd and Rosie’s Pig. released, as Westons believes demand for “We are predicting 8-9% growth in fruit cider will persist long into the future. the UK for the year to April 2020, which Moving into the fruit category marks an would be in line with our strategic interesting shift for a traditional cider action plan and in line with the growth producer like Westons, as the brands of the last 12 months,” says Hinksman. within fruit cider do not necessarily “The portfolio has evolved in the right have the same cues for craftsmanship way over the past two years and it will and provenance that it holds dear. Yet continue to evolve. Hinksman insists it can thrive within the “We are going to be a lot more fruit segment and retain its image as a proactive in looking at our customers’ passionate creator of authentic ciders at cider ranges, because there is still far too the same time. “We make it in exactly the much white cider, far too much amber same way as we make our apple cider, cider, and far too many green bottled variants at 50cl, which have become wallpaper.” Westons believes it has a broad portfolio of relevant, clearly diff erentiated brands that can cater to all It’s important that we the key cider consumer segments it has identifi ed, and its strong performance in remain agile and keep ahead recent years suggest that it can achieve of the market its ambitious growth plans in the next 12 months.

010-011 AD Westons DRN CIDER 2019.indd 11 06/06/2019 15:42 12 DrinksRetailingNEWS www.drinksretailingnews.co.uk BUYERS’ GUIDE TO CIDER 2019 THE 100% JUICE CAMPAIGNERS A recently formed group of premium cider brands is promoting the drink’s likeness to wine. By Martin Green

rade organisation Cider is Wine is on a mission to spread the gospel of cider and perry made with 100% juice The overall theme in the content across the UK. TheT group is the brainchild of Alistair market is drinking less but Morrell and Roddy Kane, who argue better, and that’s what that high-quality cider should be treated like wine due to the similarities in the consumers want to do production process. Member brands include Abel, “These are – they just come Brännland, Eden, Gospel Green, Kystin, from apples, not grapes. You start out Loic Raison, Once Upon A Tree, Tutts with good, clean, fresh fruit. You mill the Clump and Willie Smith’s. apples, whereas you press the grapes, but There is a generic logo that can be it’s the same thing. You fi ne it, ferment it stuck to bottles to indicate that the cider and bottle it. It’s the same process. How has 100% juice content and has not been cider has become associated with beer made from concentrate. is an anomaly. Ciders made with high The participating ciders also strictly production values have nothing to do control chaptalisation, dosage post- with the beer production process and fermentation and back sweetening, while they have a lot to do with wine. Why they follow an ongoing audit process. shouldn’t retailers see cider as wine?” The group was exhibiting at the The not-for-profi t group is keen to London Wine Fair last month and it will work with retailers across the UK to be at Wine Gang festivals going forwards promote its logo, which is designed to to spread the word. give a clear signal to consumers that they Morrell says: “As a consumer, if you are buying something special. Many of go to a shop to buy wine you will be the ciders are in the £10-30 bracket, so guaranteed it’s 100% grape juice. It has the logo is designed to create a high-end become the norm. Cider can come from segment within the category. Morrell says 35% juice or concentrate. We are not it is perhaps best suited to independent saying that’s bad. It’s a diff erent standard. retailers, but he could see the likes of Waitrose and Majestic embracing it too. “We will be doing more trade and consumer events and raising our profi le,” he says. “We have got a huge amount of education to do. We are trying to start a conversation with the Wine & Spirit Education Trust to do something within that sphere. There’s so much we have to do to educate the market about this exciting sector. It’s something the market needs. It likes new and diff erent things. “The overall theme in the market is drinking less but better, and that’s what consumers want to do. They want high- quality products and less alcohol, but they still want to enjoy them. These ciders have half the alcohol content of a bottle of wine. There’s a lack of innovation in low and ISTOCK.COM/ VALENTYNVOLKOV no-alcohol wine. Look no further. You can have all the quality with cider, without the vicious alcohol removal techniques [used in dealcoholising wine] and still have a Br nnlnd is  mmbr brnd delicious product. What’s not to like?”

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@INTCIDERCHAL @INTCIDERCHAL @INTCIDERCHAL THE RESULTS The full line-up of winning ciders across all categories

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ANALYSIS: JUDGING A WHOLE NEW WORLD OF CIDER Chair of judges Gabe Cook gives an insight into the process and an overview of the global entrants and their quality

nce again, the as chair, I have an association with this International Cider competition that goes back many years. Challenge delivered a My fi rst involvement with the ICC came day of fun, excitement in 2011, when I was but a callow youth. and intrigue – and At that time, such was the size of the maybe even some competition that all eight judges sat surprisesO – on this, my second outing as around one table and we all judged the chair of judges. To be in a room of so 70-odd ciders together. Ha. Not any more. many of my esteemed peers, working Now, with closer to 300 ciders and feverishly on trying to assess the to assess, 28 judges and an incredibly nuances of every cider being tasted to well-oiled stewarding team were needed SXOLLIE fi nd the best of the best was truly a sight to enable each entry to be given the time Brand name: and sound to behold. It was a reminder, to be adequately assessed. Sxollie Pink once again, of the special place that the This drastic development in the Lady Cider ICC holds in the global cider calendar –a competition serves to demonstrate Style: New competition that seeks to celebrate that cider continues its global march. World, technical excellence combined with It is now the world’s fastest-growing Medium consumer appeal. drinks category, with cider markets Although this is only my second time becoming established in all corners of

013-023 ICC Results SUBBED.indd 14 06/06/2019 16:08 the planet. This was certainly expressed in the competition itself, with entries MEET THE TABLE coming from as far afi eld as , CAPTAINS Canada, Taiwan, South Africa and all across Europe. To have fi ve continents represented was pretty special. The level of professionalism of the judges improves year on year too. As well as the technical expertise from award- winning cidermakers, we had the detailed eye and palate of trade and consumer- focused distributors and retailers. That¹s GABE COOK what gives this competition real value and ICC chairman real insight – the considered views and opinions of those involved through every step of the process of cider being made to being put into the hands of drinkers. There were also a number of judges who have attended the cider courses I have been running through the Beer & Cider Academy at the Institute of BOB CHAPLIN & Distilling. These courses seek Copse House Cider Company to instil the same level of knowledge and appreciation of language and style to cider as with beer and wine. As a demonstration of the progress of this mission, two of the UK’s fi rst accredited “pommeliers” were in fl avoured with berries – think hopped attendance and many more who are on ciders, grape co-fermented ciders and their journey to this ultimate accolade. rhubarb-infused ciders. One of the greatest virtues of the ICC PHIL TURNER is that every single entry is given time for TRUE EXPRESSION Turners Cider tasting, discussion, potential awarding The majority of entries, however, were of a medal and provided with written classic ciders – simply the expression of feedback. the apples themselves. And for the fi rst This method of judging is diff erent time, the majority of the entries were to what normally happens in the UK from the New World category rather than – a more hedonic process of fi nding the the West Country category. New World top three products in each category. By ciders do not bear so much resemblance assessing each drink on merit, this gives to the traditional ciders from the west of RICHARD JOHNSON real value to entrants. Some folk are quick England. They are generally made from Thatchers Cider to point out that merely entering the dessert, culinary or heritage apples that competition is enough to win a medal. give drinks which are lighter, leaner and This is absolutely not true as the 30% of more acid driven, with far less tannin entries that did not meet a medal-winning content – in broad terms more like a standard will attest to. Every accolade than a . These ciders here is earned on merit. are classic to areas of England outside of Crucially, judges were asked to assess the West Country, plus Scotland, Ireland, ciders broadly against style parameters to Central/Northern Europe and all over the One of the ensure that each drink was fairly assessed. world. KAROL OSTASZEWSKI You wouldn¹t have lager, stout and best Although not contributing towards greatest Karlau bitter all entered into one category called the judging, I tasted the eight trophy virtues of “beer”, or Sauvignon Blanc and Malbec winners with the table captains, and I both entered into a category called can honestly say that they were truly the ICC is “wine”, would you? This categorisation is world-class examples of their styles. And that every essential, not just in competitions, but out how great to have winners from a broad in the trade, too. An understanding of the range of nations – Latvia, France, England, single entry fact that there are diff erent styles beyond Australia and Spain. is given time “dry”, “sweet”, “fruit” or “premium” is And, for the fi rst time, the Supreme vital in ensuring a greater understanding was awarded to a cider for tasting, MARTIN BERKELEY of the breadth of opportunities with this made outside of Europe. Massive discussion, Pilton Cider wonderful drink. congratulations, therefore, to South And what of the entries themselves? African producer Sxollie for its Cripp’s potential Well, as ever there was an incredible Pink cider made 100% from this single awarding range of diff erent exponents. Czech apple variety. The judges were almost bottle-conditioned cider – check. Japanese unanimous in their praise for this juicy, of a medal rosé cider? No problem. South African fruity, neatly balanced exponent of a New and provided baobab fruit fl avoured? You betcha. World cider. Fortunately for us, this cider Refl ecting the UK and global trend, there is available in the UK retail market, so with written were a signifi cant number of ciders with maybe it’s time to get out there and taste a feedback ROSS DUNCAN added fl avours. But these weren’t simply whole new world of cider. Stable Pizza

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TASTING TROPHY SXOLLIE Sxollie Pink Lady Cider Supreme Champion/Trophy New World, Medium

WINEMAKING TASMANIA LES CELLIERS ASSOCIÉS Blushing Lady Sparkling Fruit Fusion Mont Saint Michel Pear Trophy Trophy Flavoured, Cider with Fruits & Flowers Perry, Medium

LES CELLIERS ASSOCIÉS ABAVAS WINERY L’Authentique French Cider Ginger Lemon Abavas Apple Wine Trophy Trophy Flavoured, Cider with Herbs & Spices Speciality

ZAPIAIN SAT SHEPPY’S CIDER Bizi-Goxo 2015 Sheppy’s 2017 Vintage Reserve Cider Trophy Trophy West Country, Dry

TASTING TROPHY WHAT MAKES A TROPHY CIDER?

A tot l of 17 cidrs wr w rdd Gold Md l. Ths wr r-t std b th t bl c pt ins to com up with th bst of  ch c tor, ftr which svn wr w rdd trophis. Ths svn wr t std  in to slct th Suprm Ch mpion cidr.

013-023 ICC Results SUBBED.indd 16 06/06/2019 16:09 TASTING GOLD A-FACTORY DUNKERTONS ORGANIC CIDER Aomori Cidre Sparkling Dry COMPANY New World, Dry Breakwells Seedling Organic Cider West Country, Medium

A-FACTORY ENVASADOS Aomori Cidre Sparkling Standard The Good Cider of San Sebastian Dry Apple New World, Medium New World, Medium

APPLE COUNTY CIDER CO FEIN | WEIN & OBST Blakeney Red Medium Cider Perry, Medium New World, Medium

ASTON MANOR CIDER LAMBSWICK DRINKS CO Friels Raspberry, Mint & Lime Applefresco Flavoured, Cider with Fruits & Flowers New World, Dry

BLAKSTOC CIDER LES CELLIERS ASSOCIÉS Lazy Day Cucumber Cider L’Authentique French Cider Pear Flavoured, Cider with Fruits & Flowers Perry, Medium

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TASTING SILVER COMPANY NAME BRAND NAME STYLE PROFILE

A-FACTORY Aomori Cidre Sparkling Sweet New World Sweet ABAVAS WINERY Abavas Apple Cider Premium Brut New World Dry ABAVAS WINERY Abavas Apple Speciality ANGRY ORCHARD CIDER CO Angry Orchard Crisp Apple New World Sweet ANGRY ORCHARD CIDER CO Angry Orchard Green Apple New World Sweet ANGRY ORCHARD CIDER CO Angry Orchard Pear Cider Perry Sweet ANGRY ORCHARD CIDER CO Angry Orchard The Old Fashioned Flavoured Cider with Herbs & Spices APPLE COUNTY CIDER CO Dabinett Medium Cider West Country Medium ASAHI BREWERIES Nikka Cidre Rose Low and No Alcohol ASTON MANOR CIDER Crumpton Oaks Scrumpy West Country Medium ASTON MANOR CIDER Friels Vintage Cider West Country Medium ASTON MANOR CIDER Malvern Gold West Country Medium BLAKSTOC CIDER Buddha’s Hand Lemon Cider Flavoured Cider with Fruits & Flowers BLAKSTOC CIDER Quincy Jo & Hops Edition Flavoured Cider with Fruits & Flowers BLAKSTOC CIDER Ginger for my Honey Flavoured Cider with Herbs & Spices CELTIC MARCHES Clementine Perry Flavoured Cider with Fruits & Flowers CIDER SUPPLY CO Galipette Cidre Brut West Country Medium CIDRE BIGOUD Cidre Le Brun AOP Cornouaille Naturally Sparkling / Bottle Bottle Conditioned (including Conditioned French Style) CIDRE BIGOUD Cidre Le Brun de Bretagne West Country Medium COLCOMBE HOUSE CIDERS Willie Gunn West Country Dry CORNISH ORCHARDS Heritage Cider West Country Medium CRAFTY NECTAR No.8 Flavoured Cider with Fruits & Flowers CURIOUS BREWING Curious Apple New World Dry DUDDA’S TUN CIDER Disco New World Medium DUDDA’S TUN CIDER Greenhorn New World Medium ECLOR Ecusson Bio 100 Ans Naturally Sparkling/Bottle Bottle Conditioned (including Conditioned French Style) ECLOR Ecusson Rose Le Délicieux Naturally Sparkling/Bottle Bottle Conditioned (including Conditioned French Style) ECLOR La Mordue Original Naturally Sparkling/Bottle Bottle Conditioned (including Conditioned French Style) ENVASADOS EVA The Good Cider of San Sebastian Flavoured Cider with Fruits & Flowers Wild Berry EVERSON’S CIDER Everson’s Pomegranate Cider Flavoured Cider with Fruits & Flowers HAWKES Doom & Bloom Flavoured Cider with Fruits & Flowers HAWKES Soul Trader New World Medium HAWKES & RENEGADE Under the Skin: Gewurztraminer Speciality HAWKES & RENEGADE Under the Skin: Tempranillo Speciality HEINEKEN UK Bulmers Orchard Pioneers Green West Country Medium Apple KELTEREI HEIL Cooper’s Original Cider New World Sweet KIEZBAUM Kiezbaum Cider Apfle New World Medium KILMEGAN CIDER Kilmegan Real Cider New World Dry LAMBSWICK DRINKS CO Medium Dry New World Medium LES CELLIERS ASSOCIÉS L’Authentique French Cider Rosé Speciality LOXTONIA CIDER Loxtonia Cider Crispy Apple New World Medium LOXTONIA CIDER Loxtonia Cider Sparkling Apple Cider New World Sweet MAC IVORS CIDER CO Mac Ivors Medium Cider New World Medium MAISON SASSY Sassy Cidre Rosé Low and No Alcohol MARKS & SPENCER Breton Cidre Low and No Alcohol MARKS & SPENCER Cornish Cloudy Farmhouse Cider New World Medium

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MARKS & SPENCER Herefordshire Low Alcohol Cider 0.5% Low and No Alcohol MARKS & SPENCER Kentish Pip & Pear New World Medium Cider MARKS & SPENCER Laid Back Cider Low and No Alcohol MERRYDOWN Merrydown Original Vintage Medium West Country Medium Cider NAPTON CIDERY Single Tree Perry Perry Sweet PERRY’S CIDER Redstreak West Country Medium PIARG HOUSE Sigelsberg Cider Cierna Ribezla Flavoured Cider with Fruits & Flowers PIARG HOUSE Sigelsberg Cider Polosladky New World Medium POLABSKÝ MOŠT Cider Magnetic Apple Original New World Sweet SAXBY’S CIDER Saxby’s Original New World Medium SAXBY’S CIDER Saxby’s Rhubarb Cider Flavoured Cider with Fruits & Flowers SIDEWOOD ESTATE Sidewood Pear Cider Perry Dry STONEWELL CIDER Rós Flavoured Cider with Fruits & Flowers TEMPTED CIDER COMPANY Tempted Medium Dry Cider New World Medium THATCHERS CIDER COMPANY Thatchers Family Reserve Speciality THE TAUNTON CIDER COMPANY Taunton Original Medium Cider West Country Sweet THE TAUNTON CIDER COMPANY Taunton Original Vintage Cider West Country Medium TY GWYN CIDER Ty Gwyn Cider Medium Perry Perry Medium VALLE, BALLINA Y FERNANDEZ 1898 Ice Cider VALLE, BALLINA Y FERNANDEZ El Gaitero Etiqueta Negra Naturally Sparkling/Bottle Bottle Conditioned (including Conditioned French Style) VALLE, BALLINA Y FERNANDEZ El Gaitero Spanish Cider New World Medium VALLE, BALLINA Y FERNANDEZ Pomarina Naturally Sparkling/Bottle Bottle Conditioned (including Conditioned French Style) WAITROSE & PARTNERS Waitrose Westons English Vintage, West Country Medium Hertfordshire Cider WESTONS CIDER Caple Road - Blend No.3 West Country Dry WESTONS CIDER Henry Westons Vintage Cider West Country Medium TASMANIA Black Devil Tasmania Premium Cider New World Medium WISE OWL CIDER Dry Lightly Sparkling Cider New World Dry Cider

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TASTING BRONZE COMPANY NAME BRAND NAME STYLE PRODUCT

ABAVAS WINERY Abavas Apple Cider Medium New World Medium ABAVAS WINERY Abavas Minka. Oaked Apple with a Flavoured Cider with Fruits & Flowers Hint of Quince Semi-Sweet Sparkling Cider ANGRY ORCHARD CIDER CO Angry Orchard Easy Apple New World Medium ANGRY ORCHARD CIDER CO Angry Orchard Iceman Ice Cider ANGRY ORCHARD CIDER CO Angry Orchard Knotty Pear Flavoured Cider with Fruits & Flowers ANGRY ORCHARD CIDER CO Angry Orchard Rose Speciality ANGRY ORCHARD CIDER CO Angry Orchard Stone Dry West Country Dry ANGRY ORCHARD CIDER CO Angry Orchard Strawman Speciality APPLE COUNTY CIDER CO Vilberie Medium Dry West Country Dry ASTON MANOR CIDER Kingstone Press Classic Apple West Country Medium ASTON MANOR CIDER Kingstone Press Wild Berry Flavoured Cider with Fruits & Flowers BEMBEL-WITH-CARE -Pur New World Dry BLAKSTOC CIDER Wild Tree Hoppy Cider Flavoured Cider with Hops CELTIC MARCHES Toffy Dora Flavoured Cider with Herbs & Spices CELTIC MARCHES Wild Berries Flavoured Cider with Fruits & Flowers CIDER SUPPLY CO Galipette 0% Low and No Alcohol CIDRE BIGOUD Cidre Le Brun Organic West Country Medium CIDRE BIGOUD Le Brun Poire Perry Medium CRAFTY NECTAR No.7 West Country Medium ECLOR La Mordue Rouge Speciality ECLOR Loic Raison Brut Intense Naturally Sparkling/Bottle Bottle Conditioned (including Conditioned French Style) ECLOR Loic Raison Degustation Naturally Sparkling/Bottle Bottle Conditioned (including Conditioned French Style) ECLOR Loic Raison Doux Fruité Naturally Sparkling/Bottle Bottle Conditioned (including Conditioned French Style) ECLOR Loic Raison Traditionnel Naturally Sparkling/Bottle Bottle Conditioned (including Conditioned French Style) ENVASADOS EVA The Good Cider of San Sebastian Perry Dry Pear HAMPSHIRE DOWNS FINE CIDER Chalkdown Cider Naturally Sparkling/Bottle Bottle Fermented COMPANY Conditioned HAWKES Traditional Method Naturally Sparkling/Bottle Bottle Fermented Conditioned HAWKES Urban Orchard New World Medium HEINEKEN UK Bulmers Orchard Pioneers Red Apple West Country Sweet HEINEKEN UK Orchard Thieves West Country Medium HOGS BACK BREWERY Hazy Hog West Country Sweet KILMEGAN CIDER Irish Farmhouse New World Medium LADISLAV SORCIK Silver Cider Naturally Sparkling/Bottle Bottle Conditioned (including Conditioned French Style) LAMBSWICK DRINKS CO Berry Flavoured Cider Cider with Fruits & Flowers LES CELLIERS ASSOCIÉS Mont Saint Michel Doux Naturally Sparkling/Bottle Bottle Conditioned (including Conditioned French Style) LES CELLIERS ASSOCIÉS Mont Saint Michel Dry New World Dry LOXTONIA CIDER Loxtonia Cider African Sundowner Flavoured Cider with Fruits & Flowers Baobab Flavoured Apple Cider LYME BAY WINERY Ammonite Series with Hops Flavoured Cider with Hops LYME BAY WINERY Ammonite Series with Sour Cherry Flavoured Cider with Fruits & Flowers MAC IVORS CIDER CO Mac Ivors Plum & Ginger Cider Flavoured Cider with Herbs & Spices MARKS & SPENCER Berry Cider Flavoured Cider with Fruits & Flowers MARKS & SPENCER Christmas Cider Flavoured Cider with Herbs & Spices

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22 BUYERS’ GUIDE TO CIDER 2019 www.drinksretailingnews.co.uk

TASTING BRONZE COMPANY NAME BRAND NAME STYLE PRODUCT

MARKS & SPENCER Cornish Cloudy Farmhouse Cider Flavoured Cider with Fruits & Flowers with Sicilian Lemon MARKS & SPENCER Devon Farmhouse Cider West Country Medium MARKS & SPENCER Devon Farmhouse Cider with Flavoured Cider with Fruits & Flowers Elderflower Infusion MARKS & SPENCER Kentish Pip Apple & Rhubarb Flavoured Cider with Fruits & Flowers Cider MARKS & SPENCER Somerset Dabinett Apple Cider West Country Medium MARKS & SPENCER Somerset Oak Matured Vintage West Country Medium Cider MARKS & SPENCER Vintage Pear Cider Perry Dry NOHOVAL DRINKS COMPANY - Irish Apple Wine Speciality OLVI Olvi Cid Siideri New World Dry PERRY’S CIDER Opa West Country Medium POLABSKÝ MOŠT Cider Magnetic Apple Chmelený Flavoured Cider with Hops POMDIAL Neige Premiere Ice Cider POMDIAL Domaine Pinnacle Ice Cider R. AMMERSIN Reverend Nat’s Revival Hard Apple Flavoured Cider with Hops R. AMMERSIN Reverend Nat’s Sacrilege Sour Cherry Flavoured Cider with Fruits & Flowers SAXBY’S CIDER Saxby’s Plum Cider Flavoured Cider with Fruits & Flowers SHEPPY’S CIDER Sheppy’s Cider with Raspberry Flavoured Cider with Fruits & Flowers SHEPPY’S CIDER Sheppy’s Gold Medal Cider West Country Medium SHEPPY’S CIDER Sheppy’s Low Alcohol Classic Cider Low and No Alcohol SIDEWOOD ESTATE Sidewood Apple Cider New World Dry SIIDRIKODA Hipster New World Medium SINEBRYCHOFF Crowmoor Jealous Jackdaw New World Medium SINEBRYCHOFF Crowmoor Rogue Raven New World Sweet TEMPTED CIDER COMPANY Tempted Strawberry Cider Flavoured Cider with Fruits & Flowers TEMPTED CIDER COMPANY Tempted Sweet Cider New World Sweet THATCHERS CIDER COMPANY Cider Barn 458 West Country Medium THATCHERS CIDER COMPANY Cider Barn Vilberie West Country Medium THATCHERS CIDER COMPANY Thatchers Haze New World Sweet THE COTSWOLD CIDER COMPANY Sideburns Cider West Country Medium THE PEACOCK CIDER COMPANY Peacock Apple New World Medium THE PEACOCK CIDER COMPANY Peacock Mango & Lime Flavoured Cider with Fruits & Flowers THE TAUNTON CIDER COMPANY Taunton Original Dry Cider West Country Dry VALLE, BALLINA Y FERNANDEZ El Gaitero Extra New World Sweet VALLE, BALLINA Y FERNANDEZ El Gaitero Red Grape Spanish Cider Flavoured Cider with Fruits & Flowers VALLE, BALLINA Y FERNANDEZ Pomarina Spanish Cider (Sidra Naturale) WAITROSE & PARTNERS Waitrose Elderflower Cider Flavoured Cider with Fruits & Flowers WAITROSE & PARTNERS Waitrose Low Alcohol Cider Low and No Alcohol WAITROSE & PARTNERS Waitrose Westons English Vintage Perry Medium Perry, Hertfordshire WESTONS CIDER Henry Westons Aged Finish West Country Dry WESTONS CIDER Henry Westons Perry Perry Medium WESTONS CIDER Mortimer’s Orchard West Country Medium WESTONS CIDER Mortimer’s Orchard English Berry Flavoured Cider with Fruits & Flowers WESTONS CIDER Old Rosie West Country Dry WESTONS CIDER Rosie’s Pig Raspberry Cloudy Cider Flavoured Cider with Fruits & Flowers with Cucumber WESTONS CIDER Stowford Press West Country Medium WESTONS CIDER Stowford Press Low Alcohol Cider Low and No Alcohol WESTONS CIDER Wyld Wood West Country Medium WINKLEIGH CIDER CO Sam’s Poundhouse Crisp West Country Style Medium Cider

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Lee Cook, chair of the D&P judges, discusses the plethora of HAWKES CIDERY innovation in this arena Design agency: Robot Food Brand name: Hawkes Core Range Product range, verall, there was a Repackaged strong standard of entries this year. There was a good split between the bigger branded names and WINEMAKING TASMANIA PULPT theO slightly more obscure ones. Design agency: Brand name: PULPT With more countries represented – not Denomination Product range, New just the UK – it was a good refl ection of this Brand name: Black Devil truly being an international competition. Individual product, New Creatively we noticed two things emerging: fi rst, experimentation and second a more simple brand confi dence. Brands are showing a move away from the category expectations. A good example of this was Pulpt, which has created a cleaner and more experimental approach. The second trend we noticed was a more stripped-back confi dence especially in the Black Devil Tasmanian brand. DESIGN & PACKAGING The winning Hawkes entry showed a real confi dence in ‘less is more’ packaging. Within the ‘redesign’ sector we were SILVER shown the previous packaging rendition so could see a dramatic shift – a real COMPANY DESIGN BRAND NAME CATEGORY focus down on the key brand equities NAME AGENCY of identity and skull/apple icon, but still CRAFTY NECTAR No.7 & No.8 Product range, New backed up with illustrative detail and crafting. THE APPLE THIEF Fuze Box The Apple Thief Ciders Product range, Established We are defi nitely now seeing an CIDERS infl uence from craft beer but it is slower to evolve within craft cider. DESIGN & PACKAGING When we talk to consumers they are quite clear of the distinction between unusual hand-crafted BRONZE versus the industrially-produced ones – and they are willing to pay a bit more for COMPANY DESIGN BRAND NAME CATEGORY true craft. NAME AGENCY With cider the lines are more blurred. THATCHERS CIDER Thatchers Rosé Individual product, New Cider consumers already assume cider is ‘crafted’ and certainly produced on BEMBEL-WITH- Care-Paket Product range, Established a smaller scale. So when asked to pay a CARE premium for a smaller quantity – say a CUB Denomination Strongbow Blossom Rosé Individual product, New 33cl can versus a 50cl bottle – they can’t EVERSON’S CIDER Everson’s Cloudy Cider Individual product, always justify the diff erence in value. Established Perception is shifting, however, and ASTON MANOR Malvern Gold Individual product, there is defi nitely more understanding CIDER Repackaged of the potential in diff erent taste profi les Cockhaisy (Dry Cider Individual product, and styles of cider. I’m happy to say that BIGNOSE & BEARDY 2017) Established this evolution is also being enhanced with more distinctive cider branding and WINEMAKING Denomination Blushing Lady Sparkling Individual product, New packaging coming through. TASMANIA Fruit Fusion

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FRUIT BOWLS DRINKERS OVER It’s been all about the dark fruits recently, but will forays into different flavours continue to boost the sector’s fortunes? Nigel Huddleston investigates

ANALYSIS: FRUIT CIDER how the drinks fruit and berries as the main focus of the constantly regenerate interest in the industry a consumer sub-category. category? trend and you can Heineken’s initial rush to join the fruit guarantee that, soon, revolution was Strongbow Citrus Edge ESTABLISHED FORMULA pretty much every – for which a melancholy Amazon page That the top five pieces of NPD in cider piece of innovation now proclaims: “We don’t know when or last year all came from fruit cider doesn’t fromS companies involved in that sector if this item will be back in stock” – and the make it any easier to answer. Westons of the market – and sometimes those brewer seemed to be taken aback by the notes that three of them – Rekorderlig that aren’t – will coalesce around it. scale of its darker successor’s popularity Botanicals Rhubarb, Lemon & Mint and Over the years we’ve seen the following as anyone else. Peach & Basil, plus Brothers Rhubarb & come (and, in some cases, go), initially According to Westons, which produced Custard – were non-berry twists, but that sparked by the fashion for one or a its annual Cider Report in March, of course means two of the top five did handful of products or producers: Pinot Strongbow Dark Fruit may even overtake follow the established berry formula, Grigio, premium packaged lager, 21st- its apple cider parent brand to become namely Kopparberg Blueberry & Lime century , Marlborough Sauvignon, IPA, the top-selling cider of all in take-home and its blackcurrant and blackberry “alcopops”, Prosecco, and over-ice cider. over the next 12 months. flavoured Kopparberg Black mini-keg. The last of these perhaps carries the Kopparberg Strawberry & Lime and For its part, Westons seems to be biggest note of caution for the current Mixed Fruit, Bulmers Red Berries & Lime hedging its bets. It’s revamping its Rosie’s rush by cider producers to jump on the and Rekorderlig Strawberry & Lime Pig Rhubarb and introducing it in a fruit cider bandwagon. When Magners complete a clean sweep of the top five, four-pack of 33cl cans while introducing a broke the ice around 15 years ago, many with only Old Mout Kiwi & Lime in sixth Strawberry on tap in the on-trade, where other producers either created over-ice breaking the berry tyranny. the rhubarb cider first made its mark. brands or converted existing ones to such In some ways it looks like fruit cider “A strategic priority is around building signature serves. may be avoiding the trap of another of fruit volume,” says head of marketing Walk into a pub today and over-ice those fashion categories on our list above, Sally McKinnon. “We’re historically an cider drinkers are as obsolete as brick alcopops or old school RTDs, which We expect apple cider business but fruit is moving at phones and punters with an ambivalent collapsed at least in part under the weight to see such an incredible pace that we need to approach to Britain’s policy on Europe. of too many flavours and consumer make sure we are on the front foot with Much of the slack, of course, has been confusion. Bacardi Breezer, in particular, nostalgia that.” taken up by the emergence of fruit cider, found it hard going establishing loyalty for playing a With the Rekorderlig Botanicals largely driven by Kopparberg and now and consistent availability of a brand that, launch, Molson Coors seems to be taking engulfed by Strongbow and its Dark Fruit at one stage, had as many as 10 flavours on large part a calculated gamble that the brand’s best flavour. the market at a time. in food chance of maximising its share of the cake While the first phase of fruit cider’s So the question for fruit cider brands is to create is own niche instead of just growth witnessed producer after is: stick or twist? Stick with the proven and drink going head-to-head against Strongbow producer seek to establish a foothold, the success of dark fruits and berries, or innovation and Kopparberg. second has seen a settlement around dark keep coming up with new flavours to Director of off-trade sales Alpesh

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Mistry says fruit cider provides a “real trend, combining fl oral, fruity notes with cider and gin, in this case, doubles the opportunity for retailers to draw in new an added twist. It’s a lighter premium opportunity for success. customers”. option, but with the look and feel of a gin It’s an opportunity that’s also resonated He adds: “In line with consumer and tonic.” with the Brothers-owned Mallet’s cider appetite for alternative fl avours, we This hits on another unwritten law team, which has recently added Parma predict cider brands will take more of drinks market innovation: why settle Violet and Strawberries & Cream ciders inspiration from other categories to for an idea that picks up and runs with to the range, following the success of create new varieties. a successful trend when you can try Brothers Rhubarb & Custard. “Options such as Rekorderlig something that builds on two of them? A Throw in retro sweets – which seem Botanicals have drawn on the huge gin sub-brand that borrows from both fruit to induce fl uctuating degrees of positive feeling in consumers at various times but never wholly go out of fashion – and the brand has hit on a triple whammy of trends. “We expect to see nostalgia playing a large part in food and drink innovation as adults look to iconic fl avours of the past to inspire their purchasing decisions,” says senior marketing manager Emmy Webster. “When developing new fruit cider fl avours, we look towards the gin category for inspiration. “If a particular fl avour is experiencing success in gin, there is a good chance that it will also resonate with consumers when incorporated into cider. When creating our Brothers Rhubarb & Custard cider, rhubarb gin was booming.” And in the Instagram age it’s not just the fl avour of the drink that’s important but the look as well. Pink and purple berry ciders – or Parma Violet ones – score higher on social media than, say, pale and uninteresting elderfl ower ones. “It’s no that some of the strongest-performing cider brands are Innovation is taking those that are Instagrammable,” says cues from gin Webster.

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COMMERCIAL PARTNER PROFILE: KOPPARBERG STAYING AHEAD OF THE CURVE Kopparberg is well-respected for innovation as well as flavour. Sonya Hook talks to Neil Robinson

opparberg has sparked a competitor’s variant because it tasted significant growth in better – are the perfect examples of this.” the UK cider category The Kopparkeg, which was introduced by nurturing its to the off-trade in 2016, has boosted sales big-hitting SKUs and for the producer Kopparberg now sells blazing a trail of 275,000 kegs across the period each year. innovationK in recent years. Robinson says: “We have Strawberry It was among the first brands to extend & Lime, Mixed Fruit, Blueberry & Lime into 33cl cans and into alcohol-free cider, and now Black in kegs. This format works while its recently launched keg format has really well for us over the summer and been a huge success story in the off-trade. other brands have since followed suit. We Yet it has avoided the flavour conveyor belt have certainly done well on that.” and only launched genuine innovations Kopparberg has often been ahead of at carefully chosen times, while always the curve with new formats and it was a devoting a great deal of care and attention pioneer in the 33cl can category. to its bestselling SKUs, and retailers are “Cans are interesting for us,” says reaping the benefits of this strategy. Robinson. “I remember quite a few years Neil Robinson, Kopparberg’s UK ago, a few of the other great cider brands sales director, says: “If you look at were trying to increase their weight of Kopparberg, you can see that we’ve purchase by adding 8x50cl packs. As a positioned ourselves at the front of way to differentiate ourselves, we looked the pack compared to other fruit cider at 10 and 12x33cl can packs and decided brands in 50cl bottles. We are in a strong this would be the way to go. We didn’t position after developing two big hitters know 33cl cans would take off in beer in Strawberry & Lime and Mixed Fruit, and then cider to the extent they have. flavours our drinkers clearly love. These But those cans have been a massive are incredibly successful for us in sales differentiatior for us. You have to be brave terms and also in the pence per litre that and try things out sometimes.” they command. They stand apart from Kopparberg just has its one core cider other premium bottled ciders in terms brand in the UK, unlike some producers of scale.” that attempt to juggle a number of ciders Robinson attributes the success of and beers within their portfolios. This these popular variants to Kopparberg’s singular focus has helped drive its strong decision to nurture them over the years, sales growth in recent years. instead of rolling out a continuous wave Robinson says: “That focus on our of new and exotic flavours. singular brand has allowed us to do He says: “We have only recently the right thing, but sometimes we have started to explore new flavours, based to take risks. With kegs, for example, on internal research that indicates that we were confident and we knew the consumers view Kopparberg as the best category was ready, so we went with it. tasting fruit cider on the market. Other “And it’s the same with our latest producers have introduced a plethora of launch in cider, Kopparberg Black. new flavours in the hope that something “There is clearly a big dark fruit cider will stick, but our focus on only releasing market – no-one can deny that. This is products and flavours we truly believe increasingly being driven by Strongbow in has stood us in good stead for the Dark Fruit, which has done a great job. majority of our innovation. “But there is certainly an opportunity “Blueberrry & Lime and more recently, to provide another option in that arena, Passionfruit – which directly replaced and perhaps a more premium one. We

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have launched Black across the off -trade providing consistently good availability. and initial sales have been good.” “For retailers the best way to be Kopparberg is also extending the prepared for the summer is to remember brand into gin to capitalise on the it is about having the right products that popularity of the nascent fruit gin consumers want. category and take its expertise in “Last year’s summer was amazing and premium fruit refreshment into an so far this year we have seen very little exciting new sector. Robinson said sun, but the market still performs well it would keep current Kopparberg and sales are strong. At the end of the day, shoppers loyal by extending the drinking people still love cider and retailers need occasion and potentially bring new to back the winners to take advantage. consumers to its cider brand. “I think there is a challenge for all of us He says: “First we have to build to make sure we are providing good a foundation in gin. Whilst it has innovation.” completely exceeded our expectations Moderation is a key trend in the UK – in fact, miles above, we still have a long and cider is well placed to capitalise on way to go and will need to continue to the surge in demand for alcohol-free support the launch. The proof will be in alternatives to popular alcoholic drinks. the pudding, but we are hopeful. Kopparberg is at the forefront of this. “I have spent a lot of time working on “The market is doing really well and the gin brand and when it launched, the we are well positioned for that,” says social media reaction was incredible, with Robinson. a large number of people saying: ‘I love “We have been investing in this sector cider and I love Kopparberg. but I fi nd the but now producers such as Heineken, taste of traditional gin challenging, but I Coors and AB-Inbev are all spending and am going to try this one.’ it really raises the profi le of alcohol-free “That just shows the power of the when these big brewers get involved. Kopparberg brand. And who would “We are well positioned for the have ever believed that could happen? category to develop and our product Traditionally, gin has quite a challenging tastes great, which does help us. We taste profi le, so it is great that these were growing at decent double-digit drinkers are willing to give it a go and that percentage points last year and the we can help introduce people to gin. same again this year. I think for the total “And potentially, yes, it could also category there is plenty of room to grow bring more people into cider. We have in this area.” huge penetration and the number of Kopparberg has a strong track record people who drink and interact with the of helping retailers achieve year-on-year Kopparberg brand is huge.” value growth within the cider category Kopparberg enjoyed soaring off -trade and it has a great opportunity to build sales last summer amid glorious weather on that success with new launches and and the football World Cup. Robinson is innovation in the year ahead confi dent that the portfolio will fl ourish “The market is strong and there are once more this summer. lots of good products out there,” says He says: “If you look at the results last Robinson. “But the category needs that. year the biggest brands all did well. We There is a responsibility for all of us to had a good year, and so did Strongbow. Its keep developing the category. If we all do not just about wide distribution, but also that then we can all do well.”

026-027 AD Kopparberg DRN CIDER 2019.indd 27 06/06/2019 15:41 28 BUYERS’ GUIDE TO CIDER 2019 www.drinksretailingnews.co.uk FOCUSING ON ANALYSIS: MERCHANDISING OCCASION-LED CONSUMERS Getting the offer right is crucial, especially during cider’s busiest season, says Sonya Hook

unny days are on the Emmy Webster, senior marketing horizon and cider fans manager for Showerings Cider Mill, owned are increasingly seeking by Brothers Drinks Co, highlights the out chilled cans and consumer desire for “niche flavours” from bottles of their favourite drinkers aged 18 to 34, a group which, drinks. So how should she says, is constantly looking for new retailersS make sure they have the best and exciting experiences, of which niche selection of cider possible? flavours are a big part. Kopparberg says retailers should think She says: “With millennials a huge about “clear, occasion-led merchandising”. driving force behind the growth of the Marketing manager Rob Salvesen says: cider category, premium and niche “This should have an obvious tiering offerings have to be put at the forefront. around a classic good, better, best model “With focus now turning to premium to ensure the customer shopping mission and niche qualities, smaller brands have is as easy as possible. a greater opportunity to get in front of “As premium cider drives the total consumers and take more of the market category, a wider offering is important, share.” whereas less breadth but greater space is She also reminds retailers to think key in core value offerings to ensure stock about promotions. Thatchers is the official cider of the is always available.” She says: “With ever-growing cricket World Cup, which is taking He notes that shoppers generally shop competition in the sector, discounting and place across 11 venues in England and by occasion and value. “This means they promotions are still prevalent and useful Wales now. It is the cider of choice at the will first go to the fixture that suits their for retailers to help encourage impulse grounds amd at eight official fan zones. need state, eg multipacks for drinking purchases, whether it is a single piece or a The focus on apple cider overlaps with sessions or single bottles if looking to try a multibuy deal. a consumer interest in premium, local couple of different drinks. They will then “However, retailers’ approach should ingredients and provenance. And, in make a choice based on how much they always match the requirements of their response to these trends, Westons Cider are willing to spend. Often brand loyalty target consumer. While promotions work released new branding for its Stowford can play a role here. well to attract attention and awareness, Press brand earlier this year to increase “The alcohol-free shopper will likely be customer loyalty will always prevail. shelf stand-out. shopping that product to meet a particular By creating an interesting narrative Brand manager Holly Chadwick says: demand and, much like free-from and through engaging marketing and social “The updated design will also strengthen vegan sections within chilled and ambient, media, brands can help to achieve a the brand’s positioning as a premium, is looking for a clearly signposted section loyal following that won’t be deterred by mainstream option for shoppers by that meets this demand in full.” promotions and discounts.” emphasising the passion, pride and Flavoured cider is the fastest growing Flavours are all the rage but apple cider expertise that goes into every drop of sector, so naturally it makes sense to think is still the biggest segment of the market, Stowford Press. about offering a selection of flavours. and it currently makes up more than 70% “We know our target shoppers of the market for cider in convenience, value premium, local ingredients and according to Thatchers. provenance. All our apples come from Martin Thatcher, managing director, within 50 miles of the Westons mill and, says: “It is by far the most popular cider by highlighting this on pack, we are style, so don’t ignore it in favour of paying homage to our local roots.” flavoured or fruit ciders and give apple Retailers’ approach should ciders the gold-star treatment with pride PACKAGING FORMATS of place in store. There is also a growing demand for match the requirements “Summer is the season for festivals and different packaging formats in cider. of their target consumer. events, so make sure you are stocked up As a consequence, Thatchers also ready for this hugely important and busy recommends retailers think about cans. Customer loyalty will always time of year. Glass bottles aren’t allowed Chris Milton, off-trade sales director, prevail in many events, so having displays of says: “Thatchers Gold is the number two multipacks of cans is a must.” canned apple cider in value terms and is

028-029 Merchandising DRN CIDER 2019 SUBBED.indd 28 06/06/2019 16:37 ANALYSIS: MERCHANDISING

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CIDEROLOGY enjoying continued growth in shopper Cid r xp rt Gb numbers. Cook hs lunch d  “Thatchers Haze is in hot demand. It book cll d Cid rolo, is the number one cloudy apple cider which iv s n in the off -trade and the fastest growing. ss ntil histor of Thatchers Haze has been the most th drink nd its successful apple NPD over the past production proc ss s year [IRI], and it appeals to the younger nd  lobl tour of and more affl uent demographic with th most importnt sweeter tastes. Thatchers Haze is also cid rmk rs in available in four-pack cans in recyclable op rtion. cardboard packs.” Th book lso Glen Friel, Aston Manor Cider’s sales includ s r cip s tht and marketing director, notes that fi ve- incorport cid r, litre mini-kegs have been the “star of the tstin not s for show” for many retailers in the past 12 cid r stl s nd  months. w lth of n cdot s He says: “These have been resonating nd tl s tht bl nd well with consumers as they are a fct nd mth. practical and fun addition to any Cid rolo is gathering being hosted at home.” d scrib d s b in The producer launched Friels in this “bout l rnin how t rroir nd climt ff ct th qulit of format recently and saw a “fantastic cid r, just lik  win ; nd how to mtch our fvourit dish s response” from consumers. It now has with th p rf ct cid r”. Crumpton Oaks in a mini-keg as well. “It’s bout wssilin, communit nd trdition, but is lso Friel says: “Packaging formats such bout th innovtiv nd cr tiv crft cid rmk rs m rin as fi ve-litre mini-kegs, 33cl cans and ll ov r th world,” dds Cook. glass bottles are attracting more affl uent H hs d dict d hims lf to chmpionin cid r in th UK nd customers following premium trends brod nd h is now  full-tim consultnt on this subj ct. H who are prepared to pay more for great hs work d for som of th world’s bi st cid r mk rs nd quality. h is Chnn l 4’s r sid nt cid r xp rt s w ll s  s nior cid r “We are now starting to see a renewed jud t cid r comp titions such s DRN’s Int rntionl Cid r focus on apple cider, particularly Chll n . premium single bottles and 33cl cans.”

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ANALYSIS: CHALLENGES INDUSTRY MUST CLEAR PLENTY OF OBSTACLES Explaining to consumers why high-quality ciders deserve a premium price point could help overcome the manifold challenges facing the sector, says Martin Green

opular cider brands In Scotland, the 50p minimum unit skewering the market in diff erent including Aspall pricing introduced on May 1, 2018, has directions. It is poised to come into eff ect Premier Cru, Westons been even more eff ective at killing in Wales and England is under pressure Old Rosie and off white cider. IRI data for the 40 to follow suit, so everyone will continue Merrydown Original subsequent weeks to February 2019 Several to watch developments in Scotland to see have seen their abv shows value white cider down 73.3% and premium what they can look forward to and what contentP reduced this year after a new duty value amber cider down 54% year on they can learn. rate came into force. The government year. Darryl Hinksman, head of business brands are The other challenge is the new decided to increase the rate of duty on development at Westons, said: “Value caught in the Portman Group code, which states that ciders with an abv of 6.9% to 7.5% from white cider is eff ectively dead. MUP has single-serve, non-resealable containers £40.38/hl to £50.71/hl. It came into force premiumised the category and taken crossfi re should not contain more than four on February 1, 2019, with the aim of units out of the Scottish cider market. It is units. There is an exemption for ciders curbing problem drinking and appeasing killing off this bottom end. We think it’s a with “premium status”, and the likes of an anti-alcohol lobby that has been good thing.” Aspall, Thatchers and Westons should vociferous in its criticism of white cider. Premium cidermakers are naturally fall into that. Yet “premium status” is an Yet several premium brands have been more inclined to support MUP than the arbitrary defi nition and Nigel McNally, caught in the crossfi re. Some producers duty rise, because it pushes the market whose fi rm Brookfi eld Drinks distributes have decided to simply keep the same towards more quality off erings. Yet Diamond White, is inclined to argue that cidermaking process, take a hit on duty white cider producers can rightly feel his ciders are more premium than those and hope sales remain strong as prices aggrieved to a certain degree, as MUP produced by members of the Portman rise. Thatchers Vintage remains at 7.4% uses a sledgehammer to crack a nut and Group. Gordon Johncox at Aston Manor, and some of Westons’ higher abv ciders arguably fails to help problem drinkers, who also chairs the National Association have stayed as they are. Others have been who can easily switch to or even of Cidermakers, has also railed against watered down or reformulated to come in moonshine, or cut back elsewhere in anyone dismissing his fi rm’s ciders as not below 6.9%. order to get their fi x. being premium. The government believes this blanket DRN columnist Gemma Cooper, Sugar content in fruit cider is another ban will prevent street drinking and commercial business partner at Nielsen, issue that could cause the industry a few create a healthier society by reducing reports that total BWS volume sales are headaches in the year ahead. Challenges harmful drinking. Yet you could argue fl at in Scotland, while value sales have abound, but it is important to note that that it fails to provide targeted help for grown 8% since MUP was introduced. the overall cider category remains in those individuals that need it, while That suggests MUP is not achieving strong growth across the UK. Nowadays punishing responsible drinkers, retailers its actual aim – to reduce alcohol consumers are inclined to drink less and and producers in the process. It is a consumption in drink better and if retailers champion blow for many producers, particularly Scotland – and more premium ciders and explain to their smaller cidermakers, but it seems there instead is customers why they deserve to command is little that can be done about it, as the simply a higher price point then they can skirt government is unlikely to rescind the the various legislative challenges and punitive duty hike. thrive in future. ISTOCK.COM/ STOCKNSHARES

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