THE lighter, sweeter flavours of fruit cider, said to be especially popular with young adults, have helped to spur growth in the overall cider category in recent years.
Kopparberg category manager David Barrow thinks the trend will continue.
“Kopparberg was recently voted as the top alcohol brand by Youth 100 and, according to Mintel, is the most popular cider brand with 18-24 year-olds,” he said.
“Our Strawberry & Lime variant is performing exceptionally well in both volume and value growth across the on and off-trade in Scotland.”
• Carlsberg UK is hoping to tap into what it sees as a burgeoning demand for fruit ciders by introducing three new flavours to its Somersby Cider brand – Somersby Apple Burst, Somersby Cranberry and Somersby Blackberry.
David Scott, director of brand and insight at Carlsberg UK, said: “We know there is a strong consumer desire for great-tasting, fruit-flavoured ciders and we’re confident that our new flavours will attract more consumers to the category.”
• Thatchers Cider has launched a new cider deliberately crafted to appeal to young adult consumers – Thatchers Red.
Fourth generation cider maker Martin Thatcher said: “Refreshing and sweet, Thatchers Red will appeal to those consumers who favour fruit and flavoured ciders, and who now want to begin their exploration of apple cider.”
• “Young adults now see cider as an engaging, exciting and premium proposition,” according to Rekorderlig’s global customer marketing manager, John Logue. “New and innovative flavours have been welcomed with open arms.”
However, he said, the massive focus on flavours had come at the expense of innovation with apple.
Last month saw the launch of Rekorderlig Dry Apple, a dry Swedish cider, slightly sweeter than a classic dry English cider.
• The Magners Light range has proven especially popular with 20-30 year-old female drinkers looking for a low calorie option, according to Ed Shoebridge, head of customer marketing at C&C Group.
He added: “Our new flavour options within the Light range ensure we offer maximum choice and interest to the younger demographic.”
