I
f any drink has suffered from an image problem over the last few years, its cider. For many, the image of a cider drinker is of a grey haired, long bearded chap, high on aroma
and low on teeth, glugging scrumpy from a stoneware flagon as he lies rested against his sow. Cider wasn’t helped at all when in 2005, The Wurzels and British Sea Power combined to produce a song you wanted immediately to forget, “I’m a Cider Drinker.” When the moon shines on the cow shed And we’re rolling in the hay All the cows are up there grazin’ And the milk is on its way I am a Cider Drinker I drinks it all of the day I am a Cider Drinker
This may present an opportunity for
It soothes all me troubles away
some brewers, because although cidermaking is definitely not the same
However, makers of craft cider and other
discipline as brewing, the two do have
fermented fruit drinks such as – pear
similarities and it could be that cider
cider or perry (not the same thing!) –
made with a brewers mindset could pro-
have long ago said goodbye to these
duce some ferments with a ready market.
stereotypes, and cruel nicknames like
The Cider Report, published by West-
“trampagne” and drinkers in the know are
ons Cider, looks at the UK cider indus-
aware of this. Many of these cider makers
try, sticking primarily to big cider and
are either former beer brewers or are
giving small cider producers little notice.
producing both at their breweries, such
Although the report shows the top five
as Hogs Back with their award-winning
producers losing some market share
cider (see April TBJ).
(combined they still control nearly 75
What is an exciting trend is that the beer
percent of the market), like in the USA,
guys, not necessarily seeped in cider
big cider is losing shares to small craft
tradition, are not afraid to experiment and
producers.
try innovations such as dry hopping. There is a ferocious debate rolling
What you need to take away from the
amongst the ‘cider intelligentsia’. Well,
report is this: last year the UK’s cider in-
not exactly ferocious, but at least lively
dustry was worth £3.1 billion – an increase
about whether cider is wine or is it beer.
of four percent year on year. Nearly £2
Of course, it’s neither – it’s cider.
billion was spent on cider and perry – a
But the point of the discussion is to
strong increase – and 516 million pints
en who are willing to try cider. Why? The
decide ciders rightful place. Is it in a
were consumed – 10 million more than
reports suggests that women in the 18-34
goblet poured from a wine bottle at a
last year.
age range prefer a drink with sweetness, flavour and taste. You have to suspect
great height and price? Or, in a handled pint glass poured out of an oak barrel at a
Westons Cider Report – available for free
that with most of us having apple juice as
more accessible price?
online – breaks down cider drinkers into
a child, apple cider has a familiar smell
In practice, like beer exists in both the
five categories: fruit cider fanatics, craft
and taste, unlike a hoppy IPA.
premium arena and in the higher volume
repertoire drinkers, cider enthusiasts,
According to the 2019 Mintel Cider Re-
arena, so does cider. And, as the cider
traditional at home cider drinkers, and
port, over half of consumers are willing to
debate rolls on, it pricks the interest of
traditional out of home cider drinkers.
pay extra for a better-quality drink when
conscientious drinkers and the demand
Out of these five groups, a whopping
out of home. These cider drinkers/buy-
for artisan cider seems to have grown
combined figure of 66 percent would
ers say with only a small price difference
where sales of big brand cider have fall-
make up your target drinker. You will find
between premium and standard cider,
en. This has happened here, Europe, the
them to be very similar to your craft beer
it makes sense to trade-up to a better
USA and even Brazil.
drinkers except that there are more wom-
cider.
brewersjournal.info
MAY 2020
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