Cider continues to be a ‘major force’ in pubs, with UK sales now up to £2 billion annually, according to Heineken UK.
The company’s latest Cider Report stated that the category has grown by 5% in value across the UK even as volumes have dipped, which the company said was a sign that cider customers are ‘premiumising’ – ie shifting to more expensive products – though it could also be partially explained by rising prices.
It’s also a UK-wide picture and doesn’t seem to have been entirely replicated north of the border, where CGA figures provided to SLTN last summer showed cider sales staying steady at around £130 million a year.
Nevertheless, it’s clearly an important category for Scottish pubs, even if it isn’t quite the force it is down in England (and the south west of England, in particular, where it’s practically a religion).
“On-trade sales of cider across the UK grew 5% in value terms last year to £2 billion.”
In a detailed breakdown of the cider sector UK-wide, the report found the biggest draught apple ciders to be Heineken’s Strongbow Original and Inch’s brands, followed by Thatchers Gold and then Molson Coors-owned Aspall. Stowford Press, owned by Westons, was the fifth-biggest draught apple brand.
In flavoured draught, Heineken again commanded the top two spots, with Strongbow Dark Fruit and Old Mout Berries & Cherries in first and second place, followed by Molson Coors’ Carling Black Fruit, Thatchers Apple & Blackcurrant and Rekorderlig Strawberry & Lime.
In the packaged apple segment, Magners Original was reported to be the top seller, followed by Bulmers Original, Aspall Suffolk Cyder, Rekorderlig Apple and Thatcher’s Haze, while Rekorderlig Strawberry & Lime topped the flavoured packaged list, followed by Kopparberg Strawberry & Lime, Rekorderlig Wild Berries, Kopparberg Mixed Fruits and Old Mout Berries & Cherries.
The top cider-drinking occasions in the on-trade were said to be catching up with a small group of friends, followed by a special occasion or celebration, a family occasion, a ‘boozy meal with friends’, and then a pub/bar crawl.
The majority of cider drinkers in venues were said to be in the 34 to 49 year-old age bracket (with a 60/40 male to female split) although it does also prove popular with 18 to 34 year-olds.
And these customers were said to be open to trading up within their chosen cider category, with 46% of cider drinkers stating they would consider this if there was an option to do so.
Unsurprisingly, for the on-trade, draught was said to be the most important format for cider, with over half of cider drinkers preferring a draught product to packaged.
Across the UK, 342 million pints of cider and 114 million bottles were sold in the on-trade, reinforcing the importance of the draught format even further.
In fact, the report had even drawn on eye tracking technology to study customer behaviour when entering a venue and ordering drinks.
It found that, on average, it took a customer 12 seconds to enter a venue and notice the draught taps. By 23 seconds they had contacted the bar staff and ordered a drink. It wasn’t until after this point – at 26 seconds – that the average customer noticed the fridges.
Quoted in the report, Rachel Weller of research company CGA said cider drinkers tend to be ‘actively engaged with the on-premise’ and are drinking in venues more often than they were a year ago.
“Unsurprisingly, for the on-trade, draught was said to be the most important format.”
She noted that both apple and premium flavoured ciders are growing their share of the market and said that, while draught is ‘on the rise’, a mix of both draught and packaged ciders ‘is essential’ for on-trade venues.
“Cider is one of the most brand-loyal categories in the on-trade – over three quarters of cider consumers specify a brand when ordering, which is five percentage points higher than the average consumer.
“Additionally, almost two in five purchasing decisions are influenced by the availability of favourite brands, making it a more significant driver than value and quality.
“With loyalty being so crucial, suppliers must ensure the right cider brands are stocked in the right outlets.”
Heineken UK’s on-trade director, William Rice, said that cider is “part of our heritage and culture, and is synonymous with the British pub”.
“In fact, when it comes to cider, the UK really is the world leader,” said Rice.
“The market here is twice as big as the next largest (South Africa) and a massive five times bigger than the likes of the US and Australia.
“There are challenges that cider must grapple with, not least the move towards moderation of alcohol consumption, but also the ever increasing range on offer in pubs and bars and shifting consumer tastes. All of these are leading to the loss of taps and cider outlets across the country.
“However, we have been drinking cider in one form or another from as far back as 3000BCE and cider remains one of the UK’s most popular tipples.
“It is an essential part of a quintessential pub experience and with new products and innovation coming through all the time, it remains an exciting and dynamic category.”
