The cider category is one that has changed rapidly and with a huge number of fruit-based products challenging traditional cider for sales, retailers are in a strong position to cash in, provided they get their range right.
The over-ice revolution around a decade ago changed the category forever, but once sales began to plateau, the addition of fruit-flavoured ciders reinvigorated it once more and it’s not slowed down since. Take Heineken, the biggest supplier of cider in the UK.
With its Strongbow and Bulmers brands it has huge appeal and this summer has seen the addition of a number of new products, including a new brand entirely. Part of its strategy has been the introduction of lower abv products. At 2.8% abv Bulmers Cider Five Fruit Harvest and Bulmers Cider Indian Summer have been developed to offer shoppers a more compelling choice of lower alcohol ciders (both are available in 568ml bottles).
On the back of last year’s successful Strongbow Dark Fruit launch, Heineken has now introduced Strongbow Citrus Edge, which replaces the black cues of its parent brand with a refreshing silver palette flashed with yellow and lime depicting its citrus flavours. Strongbow Citrus Edge will be available in a range of different pack formats including 500ml bottles, 4 x440ml cans, 10 x440ml cans and 4x 500ml cans – and will be backed by a £5m marketing campaign. The move into fruit-flavoured ciders comes on the back of the strong performance by ‘world cider’ brands such as Kopparberg and Rekorderlig, both of whom have new products of their own this summer.
Kopparberg will be pushing its Elderflower & Lime and Cloudberry variants, while rival Rekorderlig has recently launched a limited edition Apple-Guava flavour. Linsey Adams, Customer Marketing Manager at Chilli Marketing, says: “Premium flavoured ciders have experienced phenomenal growth over the past couple of years – and this is a trend which we expect to continue as consumers seek innovative and premium brands and experiences.” Heineken hasn’t been slow to take advantage of this trend, launching Old Mout in the UK. Already New Zealand’s leading packaged cider brand, Old Mout which rhymes with ‘fruit’ is a 4% abv range of flavoured ciders, created to appeal to young adult drinkers.
It is available in three flavours: Summer Berries, Passionfruit and Apple and Kiwi and Lime. One of the most successful cider launches of recent times was Stella Artois Cidre, and AB InBev UK has expanded its range with the launch of Stella Artois Cidre Raspberry, which will be available in 500ml and 330ml bottles. According to AB InBev UK, the new variant has been carefully crafted according to a Belgian recipe, using hand-picked, crushed raspberries to deliver a sophisticated fruit cider with a refreshing, crisp taste. The 330ml bottle is expected to have a greater appeal for female consumers and will be available in a convenient four pack as well as an eight pack. Both pack formats will be available across multiple and convenience off trade outlets.
The 500ml bottle will be sold as a single bottle across on trade and off trade outlets. The launch will be supported with a national TV and out of home advertising campaign, as well as digital media, PR and sampling. In store activation will include, branded pallet stacks and FSDUs, all communicating the sophistication of the brand.
Of course, ‘traditional’ cider still dominates the category and Debs Carter, Marketing Director – Alcohol at SHS Drinks, whose brand portfolio includes Merrydown Cider, says: “Because there are so many cider brands, flavours and pack formats available, and because cider is consumed by such a large percentage of the population – almost two-thirds (60%) of adults now include cider in their drinks repertoire – it really is crucial to offer customers as much choice as space permits as cider attracts a very broad spectrum of consumers.”Following the successful launch of Merrydown Medium 6% abv and Merrydown Blackcurrant 4% abv last year, SHS Drinks is now rolling-out the new-look pack design across its other cider lines.
