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What impact has the Magners effect had on sales of Westons' ciders?Sales of our ciders had been experiencing steady growth prior to the launch of...

What impact has the Magners effect had on sales of Westons' ciders?

Sales of our ciders had been experiencing steady growth prior to the launch of Magners in the UK. But Magners has created an upsurge in cider's popularity which, I am pleased to say, has accelerated our own growth.

Do you think this growth, and the growth in cider in general is sustainable?

Innovation is a very important element in producing and supporting any form of growth. The cider industry has been extremely innovative over the past few years which has resulted in an increased public interest and awareness. To maintain this trend we, as an industry, must continue to invest in new product development. If we do so, then I believe the current growth rates we have seen are not only sustainable but will continue.

Has Magners been good for cider in terms of image as well as sales?

Magners has definitely added value into the cider category. Premium ciders are now readily accepted by consumers as a stylish alternative to other alcoholic drinks, and drinking cider over ice must be one of the best new ideas for sensible drinking.

Do premium ciders get a fanatical local following from consumers, in the same way some cask ales do, say like Wolverhampton & Dudley Breweries' Banks's brand?

Cider makers are centred in distinct county areas such as Herefordshire, Somerset, Devon and Cornwall. In these regions farmhouse ciders are particularly well known and sought after.

You are now about to enter the second year as chair of the National Association of Cider Makers (NACM). What are the key issues for the group moving forward?

I can categorise these issues into four key areas:

- Quality and regulatory

- Sustainable development

- Responsible drinking

- Pomology and Orchard Development

The NACM continue to address regulatory and quality issues and is engaged in work to ensure we grow the industry responsibly and sustainably.

This coming year we are planning open days with the Carbon Trust and Enviro-wise to discuss and share best practices and provide members with practical help so that they can develop their businesses in a sustainable manner for the future.

The NACM will continue to play a full and active part in the Alcoholic Drinks Participation in the government's Alcohol Misuse Strategy. We have given support to the Drinkaware Trust and the Industry Social Responsibility Standards. Support of these initiatives has now become a condition of membership of the NACM.

The final area we will be focusing on will be that of pomology and the development of orchards for the future. This not only involves individual research but includes working with farmers and growers.

What would you like to see pubs doing when it comes to cider? Do you think licensees are taking full advantage of the 'cider opportunity'?

Cider has become much more popular and customers now want to have a choice. I would like to see pubs offering a range of ciders similar to the way they offer a range of beers.

It's my round - what are you having?

During the day I would stick to a sparkling mineral water but at the end of a special day a nice glass of port goes down a treat.

CV:

1972​ - PA to senior partner, Spain Brothers Jukes & Co, Edenbridge

1978 ​- Joined Westons part-time as sales analyst

1979/80​ - Studied Business Studies at Worcester College

1981​ - Joined Westons full time as PA

1982​ - Appointed company secretary and director

1996​ - Appointed managing director

2000​ - Appointed trustee of the Hereford Cider Museum

2005 ​ - Appointed chairman of the National Association of Cider Makers

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