LONGER days increase demand for longer drinks according to C&C Brands and, it says, demand for more exotic tastes is also at a peak during the summer.
Customer marketing controller Angela Ham said: “More consumers tend to turn to cider as their drink of choice during July to August when the warm weather is at its peak.
“At this time the flavoured category encroaches slightly on apple’s dominant market share as these new consumers lean slightly towards trialling the more fruity, exotic flavours on offer.
“However, apple is still worth 72% of the market at this time.”
Typically there’s a rise of 32% in the value of fruit cider market, in which Magners has its Orchard Berries cider.
• Kopparberg is putting £5m behind a summer campaign to promote its fruit ciders.
Through the summer it will run a campaign that uses tattoos and body art to reflect the ingredients of its Strawberry & Lime cider.
It will be its largest outdoor campaign to date with over 1,900 sites and approximately 4,000 posters in what the firm sees as key cities in the UK.
And the Kopparberg Urban Forest festival will return for a second year.
The music festival will be supported through a partnership with music sharing website Spotify.
• Despite the growth of different fruit-flavoured ciders, apple still dominates the market and Rekorderlig has launched a new apple variant for 2015.
Global customer marketing manager John Logue said: “Apple represents the largest share of cider in the UK off-trade, and currently delivers over £665m in value.
““The market has been crying out for a premium apple variant. This was the inspiration behind Rekorderlig Dry Apple.”
