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Get set for cider season - Inapub Spring 2024
Get set for cider season
by ARCHIE MILLS
Cider is synonymous with summer, offering a taste of tradition, refreshment and conviviality during the sunniest months of the year. But with challenges facing producers and drinkers alike, where are the cider opportunities this summer?
With the cost-of-living crisis set to bite beyond summer, it’s perhaps surprising to read that premium and crafted apple ciders will continue to set the pace of growth in the UK’s £1.93 billion on-trade cider market this year. “The move from mainstream cider into more premium brands is continuing to accelerate, up 5.8 percentage points from last year, while mainstream cider is down by 6.3,” explains Sally McKinnon, head of marketing at Westons Cider.
“We’re also seeing that crafted ciders, with their emphasis on authenticity and heritage, are playing a pivotal role in driving category growth. Their ability to command a higher price point resonates with consumers seeking genuine and distinctive cider experiences, further propelling growth in the market.”
Westons’ new Cider Report warns of a mixed outlook for the on-trade in 2024. Publicans should feel a slight upturn in economic conditions but will need to balance financial targets with rising labour costs. But opportunities are there, especially as a busy summer of sport pulls in groups of punters.
The cider drinkers’ split
Packaged cider growth is led by fruit variants, with apple contributing to gains. Fruit cider is set to excel again in 2024 with a remarkable five per cent volume increase.
Why does this matter for your cider range? Lucy Farrell, category manager at Kopparberg, says: “Remember that cider has two very distinct consumers, who behave differently. Apple drinkers have a higher frequency and on average consume more volume.
“There are more fruit drinkers, but they are much ‘lighter’, with lower frequency and volume. These customers are demanding though, with 77 per cent of them asking for their favourite brand,and will reappraise their venue choice based on availability”.
Stocking premium draught apple cider and premium fruit variants in the fridge will help you take advantage of consumer trends.
Experimenting with your offer can capture attention and start conversations.
Experience the difference
With demand for craft and eco-friendly cider predicted to rise until at least 2030, it’s important to consider how smaller brands can capture attention, and what this can do for your customers and for your revenues.
“Local craft cider connects people with the place they are from,” says Steve Rabson Stark (also known as ‘Beardy’) from Bignose & Beardy Sussex Cider. “The better the story, the better the cider. Cider is a brilliant story to tell. It is engaging, it is real, its people, it’s place. The conversations are endless. If you have locals, you need to be talking about local cider – there is real immediacy there.”
Thinking about the customer’s experience as a whole can help you sell more cider, and keep your punters coming back for more.
“Publicans should be mindful of providing a premium consumer experience for drinkers,” says Sally from Westons. “Branded point-of-sale materials, such as glassware, play a pivotal role in driving sales.”
Innovative flavours, such as Kopparberg Summer Punch, can create talking points.
Steve from Bignose & Beardy adds: “There are loads of exciting ways to present cider, especially those over five per cent ABV. We have found success in offering cider spritzers with elderflower cordial to present a really refreshing summer drink and talking point. Bag in box is a low-risk way of introducing craft cider at your bar, as you have lots of time to use it. These ciders take sometimes three years to make, have high ABV, and are small-batch, so you can charge a premium for them.”
Be ready to fire the starting gun
The start of summer is often unpredictable so take the time to review your range before things hot up. “A sunny Bank Holiday weekend or key sporting event can spike sales, so preparation is crucial to kickstart the season,” says Lucy at Kopparberg.
With this summer including the Paris Olympics and the Euros, the next few months could see a real boom for cider sales. Make sure you’re stocked up and ready for the moment the mercury rises.
