Peyton said: “You can up-sell and have got so many opportunities with your menu.”
There’s a Beer For That’s Neil Gannon advised delegates to break tradition and offer something different to their customers.
Gannon and Peyton agreed beer drinkers have more buying power and Peyton said they would travel for the right beer.
New communications manager at the National Association of Cider Makers (NACM) Gabe Cook suggested to attendees: “There is competition from soft drinks manufacturers so research the opportunities."
He added it was important to let customers know what a fantastic opportunity there is when it comes to pairing cider with food.
Soft drinks alternative
MCA executive director Simon Stenning said: “If you are able to pair food with a beer and cider, and it is a small quantity of drink, I believe consumers will switch to drinking an alcoholic drink and not a soft drink.”
Stenning also said consumers were looking for great value but that didn’t mean cheap and he added: “Though consumer confidence has been affected by the EU referendum, they are still eating and drinking out so it is about delivering a great experience."
He added: “If you can work with the chef and experts in the industry they will be able to help and advice how your products can help them.
“Beer and cider, when consumed with a meal, is on the decline and soft drinks are on the increase.”
The PMA's Future Trends: Beer & Cider event was supported by headline sponsor Heineken and associate partners Nigay, Willis Publicity, Kegstar and Aston Manor.