APPLE ciders carrying heritage brands are making a comeback, according to Debs Carter, marketing director, alcohol at SHS Drinks.
Quoting Nielsen Scantrack research, Carter stressed the buoyancy of the heritage cider sector which includes brands such as Merrydown, Westons, Thatchers and Aspall.
She said: “Value sales of heritage ciders have grown by 33% in impulse stores over the past two years, but they don’t always get the amount of space on the fixture that they deserve and this is one area we strongly recommend impulse retailers focus on.
“Merrydown Vintage Medium cider in 750ml bottles is showing strong, consistent growth in impulse stores in Scotland with sales up by 70% over the past year,” she added.
• Magners owner C&C claims drinkers are favouring a more authentic taste and that cider consumers’ attention is beginning to move back to apple cider which its says, quoting Nielsen research, still accounts for a dominant 64% of the market.
It is promoting its Magners brand over the summer with its new Hold True marketing campaign. It includes a series of TV ads directed by Jake Scott, son of Hollywood director Ridley Scott, which features the Rolling Stones song I’m Free played by musicians the brand suggests have remained true to their own style.
• Pimm’s has added three flavours to its Cider Cup range. Summer Fruits, Mango & Passionfruit and Plum & Red Apple join Strawberry & Cucumber which was launched in June 2015.
• Craft cider is enjoying a revival according to Somerset brand Sheppy’s.
And it has added two varieties for 2016, Old Conky which marks the company’s bicentennial and Cider with Elderflower.
Managing director David Sheppy said: “The packaging for Old Conky is very special to us as it is a nod to our home county of Somerset.”
