Speaking to The Morning Advertiser (The MA), Asahi UK marketing director Rob Hobart said while cider sales, like lager, have seen year-on-year volume decline, the category remains “vital” for the on-trade.
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Though premiumisation continues to be the “standout trend”, with consumer desire for flavoured serves proving particularly strong, he added.
“While total cider volumes are in decline, premium cider is growing, up 3.3% year on year”, Hobart continued.
“There are market-level challenges, but cider remains resilient, with a clear opportunity to offset volume declines by driving value through premiumisation.
Growing appetite
“There is also growing appetite for a wider variety of flavour profiles, particularly within the premium fruit cider segment, which continues to gain share. We tapped into this demand last year with the launch of Cornish Orchards Peach.”
Alongside this, demand for low and no alcohol options continues to rise across all drinks categories, and cider is no exception, the market director noted.
Moreover, cider reaches a distinct audience, with under-35s now driving the category and a more balanced gender split than lager, he added.
“Cider presents a powerful opportunity for pubs to attract and engage a younger audience”, Hobart continued.
“A well-rounded cider range, spanning both apple and fruit variants, is essential for venues looking to broaden appeal, particularly among women and younger consumers.”
Driving value
The marketing director advised pubs to lead with a premium apple cider on draught, supported by a strong range of fruit flavours across both draught and packaged formats to encourage customers to trade up.
Hobart continued: “Operators can maximise value by focusing on a premium-led range - particularly draught apple cider, which accounts for 79% of apple cider sales, alongside packaged fruit cider, which makes up 80% of fruit cider sales. Getting this balance right is key to driving both volume and value.”
To support pubs ahead of the peak summer season for cider, Asahi UK has brought back its ‘Cider You Can Trust’ campaign, which highlights the provenance of its Cornish Orchards cider brand.
Hobart added: “By putting quality front and centre, supported by product sampling in trade, we’re supporting the ongoing premiumisation trend, encouraging trade-up and ultimately driving added value for our customers.”
