Cider Trends Summit 2013: Drivers of cider growth
Taste was an obvious but key driver, she told delegates, and cider had tapped into an emerging consumer desire to try new tastes.
It is also a drink enjoyed by both men and women, she added. “The ‘mixed-sex’ drinking occasion accounts for one-third of cider consumption and, among young people, this grows to a half so this social occasion is only going to become more important to the category.”
The over-ice serve remains critical, as it is part of the “ritual” of the drink that makes it feel more special, as does the authenticity and provenance of cider brands.
“I always get asked, ‘isn’t cider just like alcopops’,” Maddock told the audience.
“The answer is no. Cider is a considered choice, often drunk at the start of the evening, and is seen by consumers as a ‘real’ product with a rich history.”
