In-cider scoop

This summer, Westons Cider expect to see drinkers ordering pints of premium apple cider as apple steadily steals share from fruit and draught cider continues to grow in popularity (+61.5%1 YOY). Crafted ciders, which command a higher price point and offer drinkers a clear heritage story, are also booming, providing a sure-fire way for venues to drive value sales as temperatures soar.

To best market their cider offering, venue operators should allow for different product formats behind the bar. Beyond product, operators should consider what else their venues can offer. For example, branded POS, such as glassware, is crucial to driving both footfall and sales. Offering a high-quality draught serve in cool, clean branded glasses is a key factor in drinkers’ decision making when at the bar, and vital for venues to execute well – especially as we head into peak cider season.

Darryl Hinksman, Head of Business Development at Westons Cider, says:

Summer Punch

“We’re proud to produce some of the UK’s most popular ciders particularly within the premium and crafted sectors.

“Our premium mainstream Stowford Press Apple Cider – the third largest draught apple brand – is by far our star performer in the on trade with sales growing by 146%1 last year alone. For the growing number of cider drinkers buying into the growing crafted subsector, we also offer Henry Westons Vintage Draught to encourage trade up.”

For more information, please visit www.westons-cider.co.uk

1 (CGA On Premise Measurement Service P13 MAT Dec 18 – Dec 22)

Despite the unstable weather looming over the UK last month, the Met Office is predicting this summer to be the hottest on record, so Kopparberg plans to keep fans cool and refreshed with its new limitededition variant.

With 80% of fruit cider drinkers actively seeking out new and different flavours1, new products are gladly welcomed by fans.

Kopparberg’s limited-edition Summer Punch cider pairs the brand’s delicious apple cider with a taste of peach – an increasingly popular flavour amongst UK consumers.

Rob Salvesen, Head of Marketing at Kopparberg, explains: “Our consumers are at the heart of everything we do, and any flavour innovation is always rooted in giving our fans new, exciting, and trending flavours.

“The creative idea behind Summer Punch is to echo Sweden’s sophisticated simple line designs and illustrations while giving Summer Punch a story and expression of its own that tells the story of the Swedish summer on the lakes, with music and friends.”

The unique design approach worked well for the brand’s previous limited-edition variant, Mixed Fruit Tropical, which became the biggest cider NPD of 2021 and has the third highest penetration in cider behind Kopparberg’s Mixed Fruit and Strawberry & Lime variants.

For more information, please visit www.kopparberg.co.uk

1 VYPR consumer research, ‘Do you actively look for new flavours of Fruit Cider?’, N=250, May 2022.