Cider Trends Summit 2015: The opportunity with apple

It’s up to us to ensure the category remains as relevant tomorrow as it is today.

Over the last three to four years flavoured ciders have driven the majority of the cider category growth, creating interest and recruiting new drinkers – with an impressive 13.5% growth year-on-year in packaged and draught flavoured ciders, according to CGA figures.

However, we believe there is now a huge opportunity to innovate within apple cider (which still accounts for the majority of the category), especially among the new generation of cider drinkers who entered the category through flavours and are now developing their taste preferences. These increasingly discerning drinkers are starting to seek a return to more traditional apple ciders, opting for the perceived maturity of the authentic product over flavoured varieties – and that’s where the opportunity lies.

Inspiration​

This leads me onto one of Heineken UK's most exciting cider innovations this year, the launch of Strongbow Cloudy Apple​. This new variant takes inspiration from the traditional world of cloudy cider, but critically delivers Strongbow’s signature cut-through refreshment.

The result is an intensely refreshing 4.5% ABV sparkling cloudy cider with a greater depth of flavour and rounded apple taste. It’s the perfect choice for consumers looking for a premium and authentic option, but also the reassurance of a recognisable and trusted brand.

It’s crucial that producers work with outlets to encourage them to regularly review and update their cider range, shaping it to cater for increasingly discerning tastes and ensuring that varieties of apple cider feature alongside popular flavoured ones.

Heineken UK's Innovation Director Sam Fielding will bringing further insight into the category at the Cider Trends Summi on 7 July. For more details visit the event website ​​​