In the country’s first industry-wide cider campaign, Discover Cider wishes to promote three themes it says are at the category's core: diversity in style and occasion, community principles, and eco-friendliness.
The campaign will run for the next three months, with a dedicated website and social media channels. It encourages consumers to share their own ‘cider stories’ for the chance to win mixed cases and meet producers.
Consumers can take part in physical and virtual events in conjunction with the campaign, with collaborations from cideries across the country.
Share a drink in the virtual tap room tonight when we'll be joined by one of the world's best cider makers, @oliverscider.— Cloudwater Brew Co (@cloudwaterbrew) September 2, 2020
Our other guest will be Cath from @CiderBuzzMcr.
So tune in from 7.30pm for an enjoyable night in the pub, at home. https://t.co/sHoBDTYLsWpic.twitter.com/cRvbD284j9
Campaign founder Gabe Cook gave an introduction to the initiative on Instagram last month, with a competition for punters to win a case of cider.
More than a drink
Cook said: "Cider is more than just a drink. It is a community of diverse, friendly and welcoming people, places and occasions. It represents the best of British drinks. So why not join us as we Discover Cider?
Cidermaker Tom Oliver also said of the campaign: "You think you know what cider is?" Think again! #DiscoverCider is going to fire up your taste buds and open your eyes to the world of cider.”
Echoing Oliver's support for the iniative, Sam Mount from Kentish Pip Craft Cider added: "My hope is that Discover Cider reaches people outside of the inner cider circle. thus giving them a taste of the rich and diverse world behind this wonderful drink."
Elsewhere in the category, cider producer Brothers shared news it had experienced a 69% year-on-year sales increase, which it said was down to its experimental new flavours.
Brothers’ global commercial director, Marc Charles said: "Our recent performance in the UK and internationally is very encouraging and we are extremely grateful to our customers and consumers for choosing Brothers.
“Our job is to listen to them and keep producing interesting and quality ciders that taste great and add value to their businesses and drinking occasions.
“Brothers Drinks Co. is one of the largest and most capable cider producers in the UK so we are well placed to continue this growth and are ambitious to do so.”