Boom in cider hits beer sales

The dramatic resurgence of the cider market has helped accelerate a further decline in pub beer sales over the past 12 months, according to market analyst AC Nielsen in its annual Drinks Market Strategic Overview report.

Overall on-trade volumes in the beer sector fell by 3% over the period compared to a huge increase in cider drinking, which rose a massive 26% in the year to the start of September, the report reveals.

The cider bandwagon, led by Irish brand Magners, saw sales of packaged products shoot up an astonishing

209% during that period.

Bi-monthly figures for August & September indicate further advances in the cider sector, again at the expense of beer, which saw a like-for-like decline nearing the 5% mark.

"The hot summer has provided packaged cider with further increases at the expense of almost all other long drink categories," said consultant Graham Page.

"On-trade sales of ale and lager appear not to have

benefited from the fine weather, apart from an initial burst over the first couple of weekends of the heatwave period," he added.

"My view is the general beer market trend has, if anything, got worse and this is very worrying, especially as Christmas looms.

"The cider resurgence appears to have contributed to the beer decline, with only stout, which is up 1%, and standard lager maintaining volumes, thanks to a boost in extra cold sales," he went on.

On-trade wine sales continued to grow, with an overall 4% increase, due in part to a further growth in the pubfood sector. Spirit volumes held their own, although even vodka sales saw a slowing down over the 12 months.

Only the liqueur section moved on, again thanks to more growth in the pub

dining out market.

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