Another bite at the apple

Another bite at the apple

by CLAIRE DODD

Summer equals cider. It’s a cliché, but it’s also a tried and true formula. But the cider market is now being shaped by a fundamental shift in most people’s lifestyles.

Cider consumption is changing. And so are the way and the times that customers use the pub.“It’s become evident over the last year that there are some permanent shifts in consumer behaviour,” says Tim Williams, insights and innovation manager at Westons Cider. “As working patterns settle and many employers embrace flexible working, we’re seeing a change in when people are visiting their favourite venues.”

While Saturday remains the busiest day in the pub, patterns over the rest of the week have shifted. “As people continue to work from home, and consumers have extra personal time freed up, we’re almost seeing an extension to the weekend, with more people enjoying time in the pub or at restaurants any time between Thursday and Monday,” Tim adds.

“The biggest change over the longer term affects Thursday and Sunday, which are becoming more important, increasing their share in drinks sales value over the last three years, while Friday has shrunk versus three years ago in 2019,” he adds. In fact, relaxed drinks and casual meals currently account for almost half (43 per cent) of total drinks spend in the on-trade, according to Westons’ new Cider Report 2023.

Bottled ciders offer an effective way to trial the latest trends that attract younger drinkers

Why does this matter for your cider range? If cider is a drink connected to mood and moment, then it makes sense that it’s not just the times when people are drinking that have changed, but what they’re drinking too. With consumers feeling the pinch as inflation soars, cider is an affordable treat.

Last year – the first with no pandemicrelated restrictions – on-trade sales accounted for 63 per cent of the cider category’s value, totalling £1.86bn in sales and surpassing the off-trade for the first time since 2019. Getting your range right has never been more important. And while that of course depends on who your customers are, it’s likely what’s right for your pub will have changed.

What the youngsters are into

“When all Covid-19 restrictions on hospitality venues were lifted, the first demographic to go out in venues was young adults,” says Joe Dunnett, Kopparberg on-trade activation manager, pointing out that, according to its data, Kopparberg has more young drinkers (18 to 24-year-olds) than any beer, wine or spirits brand. “This summer they will again be a key demographic, with more young adults drinking and eating out than any other age group.”

“ When all Covid restrictions were lifted, the first demographic to go out in venues was young adults

For younger drinkers, fruit and seasonal trends matter. Draught fruit accounts for 18.8 per cent of on-trade sales, with packaged fruit at 18.1 per cent, according to Westons’ data. Yet, with draught fruit in overall decline, accounting for just under 25 per cent of draught cider, bottled ciders remain a key way to trial the latest trends.

While the plethora of spritz-inspired blood orange flavours first seen in 2022 continues, with offerings from the likes of Thatchers and Rekorderlig, tropical-inspired launches are also becoming more important, from Hawkes’ Pineapple Punch, to Rekorderlig’s Mango & Raspberry, to Passionfruit. Apple, however, remains crucial to sales, accounting for 75 per cent of draught cider serves, according to analysts CGA.

Got to be seen to be served

“We believe that cider should be given as much thought as your lead lager,” says James Palmer, head of on-trade for Thatchers Cider. “When considering your cider selection, start with the apple – ensure you have a well-loved premium brand on the bar such as Thatchers Gold. Visibility is important – if your cider tap is a badge on a T-bar at one end of the bar where consumers can’t see it, this is simply hiding cider away.” Joe at Kopparberg agrees: “Draught is an important volume generator for outlets, with 54 per cent of consumers preferring to buy draught cider over packaged.”

Joe suggests that pubs use a draught fruit cider on a second tap, in order to drive volumes. “Additionally, licensees can upsell on draught by providing pitcher or cider tower pours, which are excellent for attracting larger crowds of young drinkers.” As cask beer sales decline, there’s also room on the bar for licensees to trial a bag-in-box cider, to boost visibility, use any spare handpulls, and trial new or unusual products.

New horizons

Beyond the mainsream, the cider market is moving into nuanced and interesting new directions. A growing but fragmented segment of smaller craft producers are experimenting with everything from “pet nat” (naturally sparkling) ciders, to those made from almost extinct apple varietals. With small, often only locally available releases, they’re a hard ask for many pubs to buy into. However, eco-minded products are a growing area that can’t be ignored (see “Eco-ciders on the rise”, previous page). Products such as Hawkes’ Fruit Machine, a tangy blend of supermarket-rejected apples, blackberries and hops, address both eco and flavour trends. With no heating required for fermentation and apples sourced locally, cider’s eco credentials may make it better at withstanding rising cost pressures too.

“World Cider Day on 3rd June is the perfect opportunity for licensees to reinvigorate their cider stock,” says Elliot Allison, general manager of Hawkes. “Encourage new consumers to get out of their comfort zone and take a chance on cider.”