Fruit cider has changed

JAMES PALMER, HEAD OF ON TRADE AT THATCHERS CIDER, TELLS US HOW TO MAKE SURE YOU’RE SERVING WHAT’S HOT (AND NOT WHAT’S NOT!) THIS SUMMER.

There’s a lot to be said about fruit cider, especially how it’s crisp, refreshing and perfect to serve your customers all year round. But how do you know which fruit ciders to choose? Which are the brands currently driving the impressive 70% growth in premium draught fruit cider1 ?

There are untapped opportunities for bars to unlock by choosing the right draught fruit cider range. As drinkers increasingly look for the perfect premium pint, they are moving away from packaged fruit cider2 and traditional standard flavours2, and returning to the bar. It’s here that new and exciting flavours are driving the impressive growth in premium draught fruit we’re seeing.

76% of all cider serves (apple and fruit) are draught2, of which ¾ are apple. Yet with consumers eager to change from traditional dark fruit flavours, citrus, tropical and lighter berry variants are now the flavours in demand.

Loved by consumers for its passion for crafting premium ciders with great taste, Thatchers has introduced its Blood Orange and Cloudy Lemon flavours on its new stand-out Fusion font. Fusion now has the strongest rate of sale of any flavoured draught cider, according to Oxford Partnership Market Watch.

Thatchers Fusion uses an innovative, space-saving dispense system; just one keg of apple cider with three premium flavours infused at the point of pour. This provides an interesting and unique way for outlets to capitalise on the growth of premium fruit ciders, diversifying their cider range with an eye-catching font that brings theatre to the bar.3

With four generations of cider making expertise, Thatchers knows a thing or two about making great cider sustainably, especially premium ciders that appeal to today’s drinkers.

“We believe the key to cider success in every bar is offering your customers a range synonymous with consistent quality, with a perfect, premium serve every pint to maximise rate of sale and keep your customers excited about new flavours in fruit,” explains James.

“Fruit cider typically attracts a younger, more female demographic,4 with premium draught fruit average selling price 18% higher than mainstream fruit brands5. So adding a new fruit flavour on draught could present new opportunities to broaden your customer base and increase business.

“We make it our mission to bring great tasting ciders with character to pubs and bars across the UK,” continues James.

“The right range with the right profile will help maximise revenue from every visit too, as you’re able to set a higher price point for premium and premium plus ciders across both apple and flavoured styles.” www.thatcherscider.co.uk

1 CGA OPM Data to P10 2022 (8/10/22)

2 CGA OPM to P02 25/02/23 vs MAT 3YA

3 Oxford Partnership Market Watch February 2023

4 CGA Brandtrack August 2022

5 CGA OPM to P12 03.12.22

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