Small can be beautiful
As Nigel Huddleston discovers, life
can be hard work for small producers
While Strongbow, Bulmers and Mag-ners fight over the rich pickings to be had in the major pubcos, the smaller players are left to scramble over the scraps.
It's not easy getting distribution when you're up against companies with legions of reps and millions of pounds in marketing budget.
Rob Nichols, managing director of Patria-trading, which is distributing Heerljunga Swedish cider in the UK, says: "Competition is tough for new products to gain listings. But if the distributor can demonstrate that a new product is right for the market, can show proven results, and demonstrate a commitment to the product through marketing support, then the opportunities are there."
John Mills of Gaymers, says: "You have to choose your customers and your routes to market very carefully", though he points out that niche brands like Kopparbergs and Thatchers have gained distribution in some Wetherspoon outlets. He adds: "Wetherspoon has taken the view that there's a category, not just a couple of products. It depends if you want differentiation. Does everybody who drinks beer want Carling or Foster's? No."
Martin Thatcher of Thatchers says there are "obvious barriers to entry in terms of the volume requirements and the things pubcos require a supplier to be able to do" but adds: "We've always had to jump through those hoops. You usually have to do some sort of marketing initiative with them.
"We've got to play to our strengths and the big players have to play to theirs. Ours would be the quality of the product and the heritage we can offer, that we're growing our own apples and that it's hand-crafted."
Boutique cider producer Aspall has tackled the problem of distribution by linking up with regional brewer Adnams, which has gained it a solid East Anglian base, plus around 60 outlets in London for its product.
"In places where we are going in against a mainstream brand we tend to outsell the incumbent cider by about four to one," claims Aspall's Barry Chevallier Guild. "Wetherspoon is not really our target market. We're much more about gastropubs and the more niche groups, which are looking to have a different offering to that of many high-street pubs."
Merrydown's Chris Carr says suppliers have to seek out the opportunities that suit their own brands. "There are a lot of places that want a different cider alongside the big brands and there's an opportunity for ourselves or Thatchers or Aspall to fill that slot," he says. "Bulmers and Magners have become so mainstream, there will be some bars that are not the sort to stock them because it would make a negative statement about their sort of bar."
