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CLH CLHNews News
Apr/May Apr/May2023 2023
CIDER- A BRITISH “LOVE AFFAIR” THAT JUST KEEPS GROWING!
Cider has been a beloved drink in the UK for centuries, with a rich history and a strong cultural association with summer and outdoor drinking. In this article, we explore the British love affair with cider, including its popularity in pubs, bars, and beer gardens, the history of the drink, the demographic age groups that consume it, and cider sales data for the past ten years. We will also provide tips and advice on how pub bar owners can increase sales.
category, more consumers are becoming interested in alternative offerings.
POPULARITY IN PUBS, BARS, AND BEER GARDENS Cider is best drunk in pubs, bars, and beer gardens, particularly during the summer months when customers are looking for refreshing, fruity drinks to enjoy outside. According to industry data, cider accounts for around 20% of total alcohol sales in pubs, making it the second most popular drink after beer. In 2020, pub and bar sales of cider totaled £1.5 billion, up from £1.2 billion in 2011.
Cider has a long and storied history in the UK, with the first recorded mention of the drink dating back to the 13th century. It was traditionally produced on small farms and orchards, and each region had its own unique cider-making methods and varieties of apple.
MAKING THE MOST OF THE SUMMER MONTHS
In recent years cider has experienced a resurgence in popularity, with a growing number of craft cider producers and a renewed interest in traditional cidermaking methods.
As the summer months approach, pubs in the UK will be looking for ways to increase their sales of cider, a popular drink among customers during the warmer weather. Here are some tips for pub operators to increase their cider sales:
DEMOGRAPHIC AGE GROUPS Cider has long been associated with young people and summer drinking, with the drink being popular among students and festival-goers. However, recent data suggests that cider is increasingly popular among older age groups as well.
years, with data from the National Association of Cider Makers (NACM) showing that cider production increased by 5.5% in 2019. The UK is now the world's largest producer and consumer of cider, with sales of the drink According to a study by Kantar reaching £3.5 billion in 2019. This represents s le Worldpanel, the number of people over Cider sa a significant increase from ten years ago, the age of 45 who drink cider has d e reach when cider sales were just over £2 billion. increased by 50% in the past decade. This on £3.5 billi Craft cider has been a major driver of the suggests that cider is no longer just a drink in 2019 increase in cider sales, with many consumers for young people, but is now enjoyed by a seeking out artisanal and traditional varieties of wide range of age groups. the drink. According to data from Nielsen, sales of Cider is a popular drink in pubs, bars, and beer gar- craft cider increased by 10.4% in the past year, howdens across the UK, particularly during the summer ever, mainstream ciders continue to grow with an months. Many pubs and bars now offer a range of uplift of 2.1% for mainstream cider brands. ciders, from traditional farmhouse varieties to craft ciders and flavoured ciders.
for fruit cider customers. We do see drinkers come into cider from other categories over the summer months especially as they explore fruitier options! With that in mind, we’re expecting Thatchers Blood Orange to boom this summer as it is the leading trending flavour across the UK”
WESTON'S CIDER REPORT
According to Westons’ eighth annual Cider Report: • On-trade cider sales were worth £1,863.4M (+61.5%) in 2022, as the premium and crafted sub-categories continue to outpace mainstream ciders. • Draught cider sales hold steady, at 76.2% of the market. Apple continues to make up the majority of the draught category (75.4%) and anecdotally it is recognised that draught ciders are seen to offer better value When considering your cider selection, for money during times of austerity, so we can start with the apple – ensure you have a Draft c expect this performance to be maintained, if not id er represe well-loved premium brand on the bar nts 76.2 exceeded, in 2023. % such as Thatchers Gold. of all c id • Bag in Box continues to reinvigorate draught sold in er The key to success is quality – offering the ranges, as the cask ale category remains in o n trade consumers a brand synonymous with condecline and allows outlets to showcase an sistent quality and ensuring a perfect serve interesting and fully stocked bar. every pint will maximise rate of sale and keep your cider drinkers coming back for more. Thatchers Gold has the highest rate of sale of any draught apple cider. Trends that will continue growth throughout 2023 The right range with the right profile will help maxand into next year include: imise revenue from every visit too, as you’re able to set a higher price point for premium and premium plus • Premiumisation picks up pace – this long termciders across both apple and flavoured styles. trend is continuing and accelerating, as consumers
MARKETING: Promoting the pub's cider selection through social media and advertising is an effective way to draw customers in. Posting pictures of chilled glasses of cider and advertising promotions such as happy hours and discounts can create a buzz and increase interest in the pub's cider selection. FESTIVALS: Hosting cider festivals can also be a great way to generate interest in the pub's cider offerings. These events can be advertised through social media and posters in the pub. Hosting tastings and having knowledgeable staff on hand to answer questions about the different types of cider available can help customers learn more about the product
YOUR CIDER RANGE THIS SUMMER
According to data from CGA, cider sales in the ontrade sector (pubs, bars, and restaurants) have increased by 1.6% in the past year. This suggests that cider remains a popular choice for drinkers, despite competition from other drinks such as craft beer and gin.
CIDER DRINKING TRENDS FOR 2023
Apple cider remains king, accounting for 3 out of every 4 draught cider serves, with premium brands showing the strongest growth, so you see how vital it is to make the best choice with one or two taps on the bar.
WHAT ARE THE LATEST TREND DEVELOPMENTS WITHIN THE CIDER CATEGORY? Charlie Fryday, Category Director, UK On-Trade for HEINEKEN UK says: “Over 870,000 pints of cider are bought in the UK every day (CGA Strategy, MAT 16/07/2022). Draught serves dominate here, with mainstream apple brands such as Strongbow Original and Inch’s Apple Cider, remain best-sellers across most outlet types as mainstream apple cider remains the fastest selling cider category (CGA Strategy: GB MAT Value Share 2YA vs TY (03.12.22). “However, premium cider is on an upward trajectory, providing a lucrative opportunity for pubs. Value sales of premium draught apple and flavoured ciders have grown by 7% and 195% respectively in the last five years (CGA Strategy MAT TY vs 4YA 16/07/22). To maximise cider sales, operators should look to support mainstream draught offerings with a selection of premium apple, as well as exotic flavoured ciders, on draught. This does not mean bottled cider should be overlooked, as packaged brings in over £5,800 to the average outlet every year (CGA November 2022).” Cider sales in the UK have been on the rise in recent
If you have strong consumer demand for apple cider in your outlet, consider a second apple tap in a different style – Thatchers Haze complements Thatchers Gold with a sweeter flavour profile. James Palmer, Head of OnTrade, Thatchers Cider said “Cider is an important category in any pub, at all times of year – if you only have one tap of cider, make sure it’s a brand people want to see. We’ll be supporting our brands with high profile marketing campaigns this spring and summer. We work with our customers to get their range right for their drinkers. Depending on if they’re a high tempo outlet or country pub, it’s important to offer a choice of cider styles, one or two taps, Gold and Haze, with our alcohol-free Zero in the fridge. And Fusion
are increasingly interested in the authenticity, craft and connoisseurship of cider. This sub-category is showing the most growth and value potential, growing from 12% of the category in the on-trade in 2021, to 14.4% of total volume sales at the end of 2022. • Quality cues – During periods of economic uncertainty, consumers in the ontrade will be looking for a quality drink that matches the occasion and so cider ranges must deliver this message – especially when compared with other categories. • Lead with apple – Apple cider remains the most popular cider type, driving the category in value and volume. Flavoured ciders have stabilised at around a third of the category, with dark berry taking a significant share of this. • Low & No – this sub-category is steadily growing and, in the on-trade, is worth £26.9M, having doubled over the past three years. While no and low alcohol cider is behind the total overall
and find new favourites. PROMOTIONS: Offering promotions such as 2for-1 deals or discounted pitchers of cider can encourage customers to try different types of cider and increase sales. Running themed nights such as "Cider and Cheese Night" or "Cider and BBQ Night" can also be a fun way to showcase the pub's cider selection and encourage customers to try new flavours. FOOD PAIRING: Pairing cider with food can also be a way to increase sales. Offering a food menu that pairs well with different types of cider can create a unique experience for customers and encourage them to try different types of cider. For example, a sweet cider may pair well with spicy wings, while a dry cider may be best paired with a cheese board. In addition to these tips, it's important for pub operators to ensure that their cider selection is varied and includes popular brands as well as local and craft options. Providing tasting notes and descriptions can also help customers choose the cider that is right for them. Overall, with the right marketing, events, promotions, and food pairing, pub operators can increase their sales of cider during the summer months and beyond.
