Taking a bite with the apple

Even though the recent trend has been to serve cider

over ice, the time is ripe to match it with something

altogether more substantial — like food, says Nigel Huddleston

Beer has attempted to muscle in on wine's natural marketing links with food in the last few years, but cider is still taking tentative steps into the same arena.

Brands like Merrydown have positioned themselves as matches with cheese and curry (though not at the same time), but even for products like S&N's Jacques, which has wine-influenced packaging, food is an add-on element rather than the core of cider producers' thinking.

S&NUK marketing manager Stephen Mosey says: "The bull's-eye with Jacques is non-food consumption for people who would like a long alcohol drink, but usually default to wine or soft drinks."

Maurice Breen, marketing director at Magners, adds: "We've done some work with recipes and activity with pub companies. Food is important, but it's not critical — it's not a major part of our marketing mix."

But others are pushing the food angle more firmly, including Gaymer's managing director John Mills, with brands like Orchard Reserve and the new County Series of niche ciders.

"Beer has been doing some valuable work in trying to match with food," says Mills. "But beer has got some problems around its appeal to women. Lighter carbonation products like Addlestones go beautifully with something like fish and chips as a long drink, if you're looking for taste and complexity."

Gaymer is working hard to get Orchard Reserve featured on wine lists, and food matches publicised on tent cards.

"It's not enough just to have a

good selection, you need to be talking to customers to get them to try this or that dish, whether it's with wine or cider."

Thatchers Cider is also keen on establishing food links, and arguably has the perfect vehicle with its range of premium varietal ciders.

The firm's managing director Martin Thatcher suggests the lighter Katy variety would go with chicken or pasta, while the bitter sweet Dabinett has a lot of tannic character and is more suited to red meat. Coxs is somewhere in the middle and can complement white meat or fish.

Thatcher says: "We've being doing some work pairing cider with meals and it's generated interest in the pubs we've done it in.

"Cider also has the advantage that it's half the strength of wine so you can have a few glasses with a meal and be consuming far less alcohol than if you've shared a bottle of wine."

Bill George, managing director of Welsh cider producer Gwynt y Ddraig, says: "Many gastropubs in south Wales list our ciders on their wine lists and they prove popular with customers who find they make an excellent substitute for wine.

"I am told that our ciders are particularly good with sweet dishes, so it's not just an accompaniment for a cheese ploughman's."

Glenn Asquith, sales and marketing director for Aston Manor, also thinks the with-food opportunity is something that cider could make more of.

"There is a huge opportunity for growth here as cider is a great alternative for those who aren't so keen on wine," he says.

"Pork is often served with apple sauce, so cider is a great natural match. Pork goes well with full-bodied ciders such as our Kingstone Press or Malvern Gold.

"Lamb is best suited to a robust cider, such as Hereford Orchard Farmhouse."