Cider update

May 7th, 2016 | Posted in: Features

The UK cider industry represents over £3 billion in annual sales and supports over 10,000 jobs both directly and indirectly.
In 2015 the on-trade alone accounted for £1.7 bn of sales (CGA).

The cider market in Scotland has grown 25% in volume terms over the past five years, having attracted new customers from a variety of different drinks categories that include RTDs, beer and even wine.

Pete Brown is the author of World’s Best Ciders the first book to showcase the world of cider, from its origins as a thirst-quencher for farm workers to its present as a rival to champagne.Travelling from the Old to the New World and teaching us not only how to taste it but how to cook with it, Pete Brown and photographer Bill Bradshaw explore every aspect of cider and the people who produce it.

Cider was taken to America by Captain Cook to treat scurvy.

In the 14th century, children were often baptised in cider due to the fact that it was actually cleaner than the water.

In the early 19th century, cider was advertised as a treatment for gout. The reason for this was that apples have a high concentration of phenolics which have proven helpful in preventing heart disease and cancer – hence the old saying ‘an apple a day keeps the doctor away’.

The volume of cider produced annually in the UK is in excess of 6 million hectolitres or 130 million UK gallons.

The rise of Craft Beer has had a negative impact on cider sales in the UK but industry analysts Mintel believe that developing a more dynamic craft segment as well as giving greater emphasis to ingredient quality and heritage are two possible ways for cider brands to drive the cider market back into growth.

Magners was created in 1935 in Clonmel, the home of Irish cider and revolutionised the UK cider industry when it introduced the over ice serve. Made to the original recipe from its Irish roots, with 17 apple varieties grown in the Magners orchards.

Kopparberg is the UK’s best-selling fruit cider brand with Kopparberg Mixed Fruit the best-selling packaged cider variant in the On Trade and Strawberry & Lime the second best-selling packaged cider variant in the On Trade.
CGA Packaged Cider Report, Total GB, Volume & Value Sales, MAT to 28.11.15.

Apple still accounts for 76% of the cider category but it is in decline- perhaps due to the fact that new research has shown young adults find the category boring. Pear is also in decline, but in  the On Trade Fruit Cider category, continues to deliver impressive gains in volume (+6%) as it continues to recruit younger consumers. However Chris Wisson, senior drinks analyst at market research firm Mintel, believes that apple is due to make a comeback. He said, “Brands are really going to start repromoting the apple.”
And certainly his predicton seems to be right on the ball as Magners are planning to do just that from May.

In America cider was the first alcoholic drink.

It actually takes about 36 apples to create one gallon of apple cider.

Magners Golden Draught is being replaced across the On Trade in May with Magners Original draught to bring synergy across the family.  

Half a pint of cider is believed to deliver the same amount of antioxidants as a glass of red wine.

When Caesar invaded England in 55 BC, they found Celts sipping a brew made from crab apples, which his troops took back to Rome.

Kopparberg has the only alcohol free fruit ciders in the market, addressing the increased need that on trade consumers have for responsible alternatives when they are out. Kopparberg’s bestselling variants – Mixed Fruit, Strawberry & Lime and Pear come in alcohol free alternatives. Kopparberg Mixed Fruit the best-selling packaged cider variant in the On Trade and Strawberry & Lime the second best-selling packaged cider variant in the On Trade.

To be classed as a cider, it has to be under 5.5%, or else it is classed as a wine.

Around 13% of UK adults drink cider at least once a month while 49% drink wine and 51% drink beer.

Kopparberg is investing £6m in a new consumer marketing campaign this month. It will focus on Kopparberg cider, Frozen Fruit Cider and the brand-new Fruit Lager range. This summer the brand is also taking its Urban Forest festival on tour to various festivals across the UK.

Cider is equally enjoyed by men and women, but women drink half the volume of men.

At one time, 365 different varieties of cider apples were grown.

Bulmers launched its Wild Blueberry & Lime flavour earlier this year. Emma Sherwood-Smith, Cider Director at Heineken said in February, “Blueberries’ popularity is soaring in the UK, yet surprisingly, there is currently no mainstream blueberry flavoured cider in the market, until now.
“The new Bulmers Wild Blueberry & Lime cider addresses both consumer demand for blueberries as well as the trend for experimenting with different flavoured ciders.
She continued, “Heineken’s expertise with NPD in cider is unrivalled and, most importantly, it works. Last year’s launch, Bulmers Zesty Blood Orange, was the biggest packaged cider NPD of 2015. It brought one million people into the Bulmers brand, 50% of which were new to the cider category – which is good news for licensees.”


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