Cider Trends
The nation’s love of vintage style is more than apparent. This widespread admiration for ‘retro chic’ is on the rise in terms of cider too, with many a brand stepping back in time and embracing the past. With the increasing popularity of things such as shabby chic furnishings, cupcakes and bunting, pubs can also stock a cider range that matches their appearance as well as their clientele.
As modern ciders now proudly make product authenticity and provenance their main battle cry, while offering up traceability, new fruity flavour combinations and great-looking bottles, there are sure to be plenty of brands to suit your pub’s offer. Let’s call this over-riding cider trend ‘modern retro’.
Here we present the latest developments within this burgeoning area, so we can get a clear picture of who’s doing what.
Brands embracing this:
Aspall Cyder
Who says?
“All Aspall’s cyders are packaged in our bespoke bottle, which echoes the bottle used at Aspall in the 1920s. This has become iconic around the world,” says Barry Chevallier Guild, partner at Aspall Cyder.
Pubs that should stock Aspall Cyder:
Country pubs or those with vintage design interiors.
Brands embracing this:
Kingstone Press Cider
Thatchers
Hereford’s Pilgrim
Westons
Stowford Press
Orchard Pig Reveller
Briska
Bulmers Vintage Reserve
Symonds Founder’s Reserve
Who says?
“We are the UK’s largest independent cider maker,” says Glen Friel, sales and marketing director at Aston Manor, before pointing out that “the company is 100% family-owned, with an ethos to deliver only the finest products, and has hundreds of acres of orchards in Malvern [in Worcestershire]”.
At Thatchers, managing director and fourth-generation cider maker Martin Thatcher says that the focus is in the premium sector “where Thatchers Gold is one of the fastest-growing brands, and where our heritage ciders — Thatchers Vintage and our single-variety ciders Katy and Cox’s — are positioned”.
Also following this trend is Hereford’s Pilgrim Cider, which has been “developed to support British military charities in recognition of the amazing and often highly dangerous work carried out on the nation’s behalf by British service personnel”, says Chris Newall, director of Bevisol, producer of Pilgrim. Indeed, when it comes to provenance, there’s no better message to impart than a heartfelt, charitable one.
Through Westons there are several product options, a “premium mainstream brand such as Stowford Press, a super-premium cider such as Wyld Wood Organic and traditional cloudy cider such as Old Rosie”, says Helen Mcllveen, customer marketing manager at Westons, adding that each of them displays strong credentials for heritage, provenance and authenticity.
Andrew Quinlan, of Orchard Pig, says one of the reasons its customers choose Orchard Pig Reveller is due to its authenticity, but also accessibility, and many are looking for “a refined, honest taste of the countryside”. Quinlan says “they’re looking for a great-tasting product with provenance and character”.
At Proof Drinks, the company’s sales director, Luke Wade, adds that Briska is the product of heritage and expertise.
“Created at Sweden’s oldest cider mill, Kiviks Musteri, which is run by fourth-generation descendants of its founder Henric Åkesson, the cider has a softly refreshing and naturally fruity taste. With its medium-sweet notes and wide appeal, Briska has been making waves among cider drinkers in the UK, who can enjoy the drink in a host of independent venues.”
Bigger companies, such as Heineken, still offer up hints of heritage with the likes of Bulmers Vintage Reserve and Symonds Founder’s Reserve.
The latter in particular “demonstrates more than 250 years of cider-pressing expertise; the brand has a rich heritage and offers publicans the chance to tap into growing interest in the accessible heritage cider category”, says Darryl Hinksman, head of on-trade customer marketing at Heineken.
Pubs that should stock these ciders:
Traditional-style public houses, country and rural outlets and bars with premium back-bars and furnishings
Brands embracing this:
Brothers
Kopparberg
Who says?
Brothers started selling ciders at the Glastonbury Festival back in 1995, but the brand has only been available in the on and off-trade for the past five years.
“Since then, it has grown to a retail value of £46m,” says Matthew Showering, managing director at Brothers, showing that gathering a cool audience of cider drinkers with an interest in music can go a long way to building a brand. Also with an enviable reputation for all things hip is Kopparberg, which launched in the UK seven years ago and grew from the seeds of savvy distribution at cool underground venues and events. “In the early days the brand had limited advertising and promotion, and Kopparberg was discovered by a loyal and creative consumer base that supported the brand from its grass roots,” says Kopparberg’s head of marketing, Rob Calder.
Pubs that should stock them:
Edgy, urban, cool pubs and bars or those that host live music.
Natural and traceable
Brands embracing this:
Somersby
Hogan’s
Hereford’s Pilgrim
Thatchers
Wyld Wood
Who says?
The new Carlsberg-owned Somersby cider is a medium-dry 4.5% ABV mainstream draught cider “made with no artificial flavours or sweeteners, which means it delivers a real apple, natural taste”, says Kevin Paterson, marketing communications manager at Carlsberg UK.
Paterson adds that “in order to effectively launch Somersby cider, we are embarking on a massive £10m support programme to drive awareness, trial and — ultimately — demand for the brand.
“This includes TV advertising, PR, online, sampling, bespoke glassware, PoS and sales promotions”.
Hogan’s Cider’s cider and perry are born from the combination of quality raw ingredients and a traditional production process. “We use only cider apples from Herefordshire, Worcestershire & Gloucestershire, all renowned for their cider apple heritage. We do not add sugars prior to fermentation, nor do we add concentrate.
“This means that our ciders are bursting with the rich and genuine flavour of the apples from which they are made,” says cider maker Allen Hogan.
Another cider inching in on this trend is Hereford’s Pilgrim Cider. Not only is it triple-filtered for purity and freshness — a process that sets it apart from many other ciders — it is also made without using artificial preservatives, colours or sweeteners.
Not overlooking the importance of an all-natural approach is cider brand Wyld Wood, which is “currently being rebranded in order to re-focus on organic”, reveals Helen Mcllveen, customer marketing manager at Westons.
Meanwhile, Thatchers managing director Martin Thatcher points out that “consumers associate Thatchers with ciders that ooze natural flavour, and it is this that sets us apart from other brands in this category”.
Pubs that should stock them:
Gastropubs — customers in this type of pub tend to be more conscientious in their choice of ingredients in food and drink.
Brands embracing this:
Kingstone Press Cider
Stowford Press Cider
Who says?
Aston Manor has recently unveiled a new look for Kingstone Press and is planning a big marketing push to support the rebrand.
“In refreshing the look of the brand we are reflecting the fact that Kingstone Press is an authentic English cider with the visual cues, as well as the taste, to appeal to real cider drinkers,” says Glen Friel, sales and marketing director at Aston Manor, noting that the brand is also highlighting its Englishness in its partnership with the Rugby Football League. The partnership extends to the England rugby league team too.
Also supporting Englishness through sports sponsorship is Stowford Press.
Westons has “majorly invested in supporting the cricket”, says Helen Mcllveen, customer marketing manager at Westons, who admits that, hopefully, the cider will “engage with customers through the Ashes cricket series this summer”.
Pubs that should stock them:
Traditional-style outlets or gastropubs possessing vintage design cues.
Mixed fruits
Brands embracing this:
Kopparberg
Rekorderlig
Bulmers
Thatchers
Who says?
“Kopparberg was a pioneer in the fruit category with the launch of Mixed Fruit,” says Kopparberg’s head of marketing, Rob Calder, pointing out that “CGA Strategy has demonstrated that outlets stocking Kopparberg Mixed Fruit take, on average, £92 per week more than those not stocking it.”
Calder adds that Kopparberg Strawberry & Lime is the company’s “fastest-growing variant and is now among the five top-selling packaged ciders across the UK”.
“There are eight different flavours in the Rekorderlig range,” says Gareth Whittle, managing director of Chilli Marketing, adding that “the most recent addition is our limited-edition Passionfruit Cider, which will launch in April. All variants are available in 500ml bottles, with Strawberry & Lime, Apple, and Pear also available on draught.”
Darryl Hinksman, head of on-trade customer marketing at Heineken, highlights that new Bulmers Bold Black Cherry and Bulmers Pressed Red Grape are available from this month.
“They are both 4% ABV and available in single 568ml bottles in all trade channels,” says Hinksman, adding that “Bold Black Cherry is a crisp cider, cut with the taste of crushed black cherries to deliver intense fruit refreshment, while Pressed Red Grape offers a tantalising blend of crisp apple cider and red grapes for a refreshing and smooth taste.”
Thatchers will be introducing Somerset Mixed Fruit to sit alongside its Pear and Rosé ciders in the brand’s Somerset Fruit Cider range. “There will be a marketing campaign over the spring and summer to support this launch,” reveals Thatchers managing director Martin Thatcher.
Pubs that should stock them:
High-energy outlets that attract a younger demographic, city bars, and good pubs known for their varied range of drinks styles.
Pear, apple and pomegranate
Brands embracing this:
Stella Artois Cidre
Orchard Pig Reveller
Briska
Kopparberg
Strongbow
Who says?
“In 2012, Stella Artois Cidre Apple outperformed the packaged and total cider category as a whole — in both volume and value,” says Tim Clay, on-trade sales director at AB InBev UK, showing that the Stella Artois Cidre brand has clearly had a big impact on the category.
Andrew Quinlan, of Orchard Pig, admits that “it may be true that pear ciders are experiencing strong growth, but apple cider still leads the market, with fruit ciders predominantly bought by younger consumers.”
“The Briska 330ml ‘Craft’ range of Pear, Apple and Pomegranate has performed extremely well in the food-led and restaurant sector,” says Proof Drinks sales director Luke Wade, hinting that the company wants to increase the availability of Briska “in venues where there exists little opportunity for 330ml and draught Briska, by introducing the 500ml format”.
According to Kopparberg’s head of marketing Rob Calder: “Kopparberg Pear continues to outsell all other pear ciders.” Last year, the company introduced Kopparberg Naked Apple — the Swedish take on apple cider. “It’s less sweet than the rest of our range, and has a green apple taste, rather than a traditional cider flavour. Our focus this year is to drive trial. Naked Apple outsold lager at a number of summer festivals we were at in 2012, and we will invest to drive trial and awareness ahead of the summer,” reveals Calder.
Also introduced last year, 4.8% ABV Strongbow Pear offers “a refreshing cider with a distinctive pear aroma that is low in sweetness and easy to drink”, says Darryl Hinksman, head of on-trade customer marketing at Heineken.
Pubs that should stock them:
A varied range of licensed outlets looking for the reassurance of mainstream brands, but with a slight point of difference to the place next door.
Cider Cocktails
Brands embracing this:
Rekorderlig
Who says?
According to Gareth Whittle, managing director of Chilli Marketing, Rekorderlig was the first cider brand to launch a range of premium cider cocktails last autumn.
“Our Winter Cider cocktails were available from our Winter Forest Bar, which opened on Brick Lane [Tower Hamlets, east London] last October for two weeks. We will build on the popularity of these with summer cocktails in 2013,” adds Whittle.
Pubs that should stock them:
Pubs with a younger audience, outdoor space or those that want to offer the next new thing.
Brands embracing this:
Savanna
Orchard Pig Reveller
Who says?
“The consumer communication and brand activity displays an ‘off the wall’ sense of humour that makes Savanna accessible to a broad number of venues serving different consumers on varied occasions, and the drink appeals to both men and women,” says Anthony Mills, head of European marketing for Savanna Cider.
Orchard Pig Reveller is also perfectly positioned to bridge the gap between mass market and scrumpy ciders. “It is a 4.5% ABV, lightly sparkling premium cider (available in keg and bottle) with a bold, cheeky appeal that doesn’t alienate consumers,” says Orchard Pig’s Andrew Quinlan.
Pubs that should stock them:
Any pubs.
“Clean, chilled branded glassware plays a vital role in creating the perfect drinking experience and helps to boost sales and profits, as satisfied consumers are more likely to trade up and repeat purchase,” says Darryl Hinksman, head of on-trade customer marketing at Heineken. And it’s an easy way to show that you’re offering the very best drinks range.
Tim Clay, on-trade sales director at AB InBev UK, says “Stella Artois Cidre Apple and Pear are premium-quality ciders best served chilled over ice in a chalice” and adds that, this year, the company will be bringing a new ‘Cidre Chalice’ to the on-trade.
“This premium glassware embodies sophistication and perfectly complements the craftsmanship that goes into producing Cidre,” adds Clay.
“Consumers like branded glasses that exude quality. Whether it is a cold January or a warm summer day, we recommend our lessees provide the same type of serve,” agrees Chris Jowsey, trading director of Star Pubs & Bars. “Staff should pour some of the cider over ice to create a sense of occasion and give the customers the glass and bottle. And for flavour variants and ciders like Bulmers No. 17, serving them with a slice of lime on top highlights the drink’s lime overtones and reinforces the premium nature of the product.”
Barry Chevallier Guild, partner at Aspall Cyder, says glassware is “absolutely essential”.
He adds that “as well as our Aspall-branded goblets, we now offer pubs tall glasses, with both styles available in half and pint-sized measures. Both glass styles provide customers with that extra-special experience that they wouldn’t necessarily get at home”.
Anthony Mills, head of European marketing for Savanna Cider, says: “As a premium bottled ‘New World’ cider, Savanna has great appeal with retailers and consumers, who have embraced its quirky proposition — a unique serve with a wedge of lemon in the neck of the bottle, and a great taste. There is no need for a glass or ice with the drink.”
Similarly bucking the trend — and standing out because of it — is Orchard Pig. Unlike other brands, Andrew Quinlan, from the company, says it “strongly recommends against serving Orchard Pig with ice”. And instead he says there are other ways to serve cider — often within your food dishes.
“We can’t see why on earth you’d want to dilute the taste. We suggest you serve chilled for the best taste. Food makes a great accompaniment to Orchard Pig, whether served with a ploughman’s or added when cooking a lamb stew. It doesn’t just taste great with British food, either. You can use warmed Orchard Pig to hydrate couscous and give it a tangier edge.”
