Cider

Seven innovations in cider

By Nicholas Robinson contact

- Last updated on GMT

New cider drinks in the UK
Cider makers are set to launch new products during the coming weeks in a bid to make a successful play of the, hopefully, warm and dry weather this summer. In the meantime, we look back on seven of the top cider trends that snatched our attention over the past 12 months.

1)​ Last week, Westons Cider announced the launch of a new 'festival' range of craft ciders for pubs, including Flat Tyre cloudy cider with rhubarb; Handbrake cloudy cider with damson and Old Banger cloudy cider with raspberry.

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Westons makes a bigger play of craft

The still cloudy cider range, which aims to cash in on the consumer trend for craft products, is available in 10-litre fridge bag-in-box formats and has an ABV of 4%.

Westons also announced it would invest significantly in the promotion of its key brands over the summer, which would include the launch of the first TV advertising campaign for its Henry Westons cider and the return of the TV advert for Stowford Press – Westons' best-selling brand.

2)​ Increasing demand for fruit-flavoured ciders led Carlsberg to expand its Somersby cider portfolio with the addition of a new draft strawberry & rhubarb flavour.

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Somersby extends its flavour range

Fruit cider's worth is estimated to be £492m in the on-trade and accounts for 26% of total cider sales, figures from CGA Brand Index show.
The new cider was launched in the on-trade earlier this month and forms part of the 2013-established Somersby cider portfolio.

Carlsberg confirmed its UK business was facing some challenging times as volumes in 2015 had declined. However, Julian Momen was appointed chief executive officer earlier this year and claimed 2016 looked more positive.

3)​ In keeping with the flavoured trend, Bulmers revealed its bottled wild blueberry & lime cider to the on-trade for the first time in March.

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Bulmers' blueberry on draft


Recent research by the company showed young adults wanted flavour experimentation and bold tastes.
The launch is being supported with a £1.2m advertising campaign.

Heineken also announced it would make the Tequila-flavoured beer Desperados available on draft for the first time in the on-trade. Figures show Desperados is the UK's fourth largest packaged lager brand and is targeted at drinkers in their 20s.

4)​ AB InBev – owner of lager brand Stella Artois and many others – launched new sleek 330ml cans of its Stella Cidre raspberry, peach and elderflower exclusively to the on-trade in July last year.

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Quick cool: Stella's sleek cidre cans chill in less time

The cans are lighter to the touch and chill quicker, according to the manufacturer.

More about innovation in cider will be revealed at the Publican's Morning Advertiser​'s first Future Trends: Beer and Cider event on 22 June.

The event, which will take place at LSO St Luke's on Old Street, London, has a confirmed line-up of exciting experts including analysts and industry champions.

For more information about the event and to book your place visit www.FutureTrendsBeerandCider.co.uk​.

5)​ Future Trends: Beer and Cider lead sponsor Heineken revealed its new speakeasy-inspired Blind Pig cider range last spring.
The range was supported by a £1m market campaign and was inspired by 1920s' American speakeasies. Inspiration for the brand extended into flavours, which included a bourbon & blueberry cider; rum & poached pear; and whiskey, honey & apple.
Each drink has an ABV of 4% and they all come in 500ml vintage brown bottles.

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Book your place: www.futuretrendsbeerandcider.co.uk

Heineken will outline the key macro trends affecting the on-trade at the Future Trends: Beer and Cider event later this year and outline how innovation is being used to continually excite customers.

6)​ Last spring, Cider of Sweden launched a £5m marketing campaign to support its Kopparberg Frozen Fruit Cider.
The frozen fruit cider aims to tap into a younger audience and follows a series of similar product launches by other companies, including frozen cocktails.

7)​ As well as launching a new speakeasy-inspired range of ciders last year, Heineken also added a pomegranate & strawberry variant to its New Zealand Old Mout Cider brand.

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Four-strong: Heineken adds another flavour to Old Mount range

The new flavour was the fourth in the range, which was launched in the UK in 2014.
The 4% ABV flavour was backed by a £4m marketing campaign that focused on the overall brand.

Meanwhile, for more information on the Future Trends: Beer and Cider event, you can visit the official website www.FutureTrendsBeerandCider.co.uk​ or contact Joanne Horton by email at joanne.horton@wrbm.com​ or by phone on 01293 610 403.

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