When will the cider boom burst?

Wackier and wackier new flavours appear by the hour, and more and more new brands vie for space in the fridge every day. It’s unsustainable…isn’t it?

Well, only if the cider sector loses the creative edge it has displayed thus far, and there are no signs of that happening just yet.

Aware that fruit flavours will only carry the category so far, cider makers are already looking at new opportunities.

Last month C&C Group announced they were bringing its US cider Hornsby to the UK to tap into higher energy occasions and earlier this month SHS Drinks told the Publican’s Morning Advertiser its Merrydown brand would be returning to the on-trade after 20 years, to lure in older drinkers to the cider category.

And there’s more to come. While details are currently under wraps several suppliers have hinted at new ciders that play their part later on in the evening,  or “with food” and are experimenting with techniques and styles rather than just more fruity flavours.

There is no doubt that the beer category (ironically always seen as cider’s boring older sibling in innovation terms) is providing a lot of inspiration for cider makers. Expect the next generation of ciders to take their cues from world lagers, craft beers and even ales.

And if you have an even passing interest in this sort of thing you should book your tickets for the PMA’s inaugural Cider Trends Summit, due to take place on 14 October in Bristol. Visit www.cidertrendssummit.co.uk​ for more details and to book the last few remaining places.

See you there!