FESTIVE sales opportunities start early and continue longer than you might think for one of Scotland’s big cider providers.
“The Christmas season constitutes a full 12- week period stretching from the end of October to the beginning of January,” said Anna Drummond, cider brand manager at Tennent Caledonian Breweries, part of Magners and Blackthorn brand owner C&C Group
“To get the season off to a strong start, retailers should consider the ‘Christmas customer’,” she said.
“This shopper typically stocks up on a variety of drinks to enjoy with friends and family over the holidays and is sensitive to promotions and seasonal limited-edition products. Retailers would do well to highlight that seasonal offers are available in store at the beginning of the festive sales period and ensure that such offers and products are well-merchandised at eye level in store throughout the 12 weeks.”
Quoting Nielsen Scantrack figures for Christmas last year she said: “Throughout Christmas, the single glass bottle is the pack type of choice for customers in the convenience channel and it also adds the most incremental value for retailers.
“The Magners Original single pint bottle is the leader in the modern apple single glass pint bottle segment.”
“Many cider brands are putting significant investment behind their lines and retailers should capitalise on this to increase sales and generate awareness of the breadth of their cider portfolio.
• Rekorderlig is bringing its Winter Cider back this year with new POS material. Linsey Adams, customer marketing manager, Rekorderlig UK said: “Rekorderlig is the pioneer of winter cider, innovating the category with the introduction of the brand’s winter variant six years ago.
• Merrydown says Christmas is a time for sharing and that its 750ml bottle sales though impulse stores during Christmas week in 2015 were 32% higher than an average week that year.
This year the brand is being supported with promotions in wholesalers and cash and carrys and it will be promoted as an accompaniment to food.
Carter said: “We’ve developed a series of traditional recipes with a cider twist and have included a series of festive recipes on the Merrydown website.”
• Aston Manor’s backing of Kingstone Press cider this year has been its record marketing investment.
Sales and marketing director Glen Friel said: “Seasonal displays will appeal to consumers. Images or recipe cards for mulled cider can attract consumers searching for a winter warmer.”
TRADITIONAL cider brand Henry Westons has relaunched its Mulled Cider for the winter season.
Available from now until January it’s described as a “classic rich English cider blended with cinnamon and mulled spices” and has an abv of 4%. It’s ready-to-drink after being warmed.
For the off-trade it’s available in a 2.25L bag-in-box.
The cider will keep for six weeks once opened.
Tim Williams, brand manager for Henry Westons, said: “Each year the product is more and more successful. We know that sales this year will be strong.”