Cider performs better than total beers, wines and spirits
Speaking at the briefing, Westons commercial director Roger Jackson said: “Over the past 10 years, cider has shown strong growth particularly in comparison to the beer market. Beer has declined over the past 10 years by 2.9% and cider has grown 3.9% [in value]. Total beers, wines and spirits are growing in value but declining in volume, driven by significant under-performance of the on-trade.
The on-trade continues to drive the majority of sales for total beers, wines and spirits and total cider, but the off-trade contributes the majority of litre sales and continues to steal share from the on-trade year-on-year. “
Jackson reminded that “the [cider]market is now worth £3bn [and] 8,000 acres of new orchards have been planted in the last decade. But flooding and high winds have taken its toll on British agriculture, which may result in significant tree loss. Cider producers in the south west are draining orchards. We really don’t know how this will have affected roots.”
CGA Strategy spokesperson Johnny Jones said: “Draught cider is also now outperforming packaged. We saw the trend reverse at the end of last year and premium cider continues to gain share.”
For Westons, this is good news for all of its brands. Westons head of marketing Ian Lewis concluded: “We have a volume growth of over 20% this year, [equal to] an additional 11m pints produced [and have also made] a £3.5m investment in Stowford Press this year – our biggest ever investment.”
The Cider Trends Summit 2014, a one-day summit providing insight into the innovative world of cider and the trends currently driving this vibrant category, will be held in Bristol on Tuesday 17 June 2014.
The event is open to large and small producers alike, brand owners, drinks company executives and anyone with a commercial interest in the sector.
